Impact of Internal Marketing on Employee Performance of Star Class Hotels in Colombo District: Mediating Role of Employee Commitment
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Date
2021
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Uva Wellassa University of Sri Lanka
Abstract
In the organizations‟ perspective, employees are considered as internal customers of the organization.
Hence, top managers need to pay more concentration regarding employee satisfaction, employee
performance levels, and employee commitment since these are the crucial factors of a successful
organization. Internal Marketing strategy is a motivational strategy used by the organizations to
increase employee commitment and performance. This study discussed the impact of Internal
Marketing and Employee Commitment on Employee Performance in star class hotels by proposing a
single-mediator Structural Equation Model (SEM) which has still not been adequately researched in
the Sri Lankan context. The researcher has distributed 150 self-administrated online survey
questionnaires to operational level employees in star class hotels in the Colombo district. The
findings were completely in line with the established objectives and hypothesis. Accordingly,
Training, Supportive and Participative Leadership, Internal Communication and Reward Systems can
be identified as crucial internal marketing dimensions that lead to a direct positive impact on
Employee Commitment. Furthermore, Internal Marketing has positively affected Employee
Performance. At the same time, Employee Commitment partially mediated the relationship between
Internal marketing and Employee Performance. Accordingly, this study recommends the managers to
maintain close relationships with the employees and let them feel that employees are one of the
valuable resources of the organization. These findings form the basis for theories in internal
marketing and employee commitment, as well as present managerial implications to enhance the
employee‟ performance.
Keywords: Employee commitment; Employee performance; Internal marketing; Star class hotels.
Description
Keywords
Hospitality Management, Tourism Management, Marketing, Hotels Industry, Employee Commitment