Based on the logic in which the marketing activities that used to only concentrate on customers should be equally applied to hotel employees by understanding the emotions perceived by them in the process of interaction between employees who provide services and customers who receive the services at ...
Based on the logic in which the marketing activities that used to only concentrate on customers should be equally applied to hotel employees by understanding the emotions perceived by them in the process of interaction between employees who provide services and customers who receive the services at hotel, the internal marketing is actively practiced, and some efforts are also made to increase the service quality by raising the job satisfaction, organizational commitment, and customer orientation of employees. As the customer satisfaction of hotel service could be changed depending on the attitude and action of employees, it is very important to conduct the internal marketing activities targeting employees in the level of hotel, so they can practice the attitude and action beneficial to the organization in the process of providing services. Thus, the purposes of this study are as follows. First, this study examines the effects of internal marketing of hotel company such as internal communication, education/training, reward system, and empowerment on organizational trust. Second, this study examines the effects of high organizational trust formed by internal marketing on organizational commitment. Third, this study examines the influence relation between organizational commitment and customer orientation of employees shown when providing services to customers. On top of combining the online survey and offline field survey, this study utilized the convenience sampling method to extract samples. After excluding four questionnaires with insincere responses from 240 collected questionnaires, total 236 questionnaires were used for the final analysis. In the results of the analysis, the internal communication, reward system, and empowerment of internal marketing had positive effects on organizational trust. However, the education/training of internal marketing did not have positive effects on organizational trust. Also, the organizational trust had positive effects on normative commitment, affective commitment, and continuance commitment of organizational commitment. Lastly, the normative commitment, affective commitment, and continuance commitment of organizational commitment had positive effects on customer orientation. Thus, it would be necessary to establish the environment where the members can exchange information with each other, and also to continuously communicate with each other like exchanging feedbacks between supervisor and subordinate and between colleagues to perform work based on exchanged information, expanding the communication channels, and carefully listening to suggestions from colleagues and subordinates. Also, when the organization provides proper monetary/non-monetary rewards to its employees according to their work performance including their participation in work and results of service, the trust could be increased, so the organization needs to make them perceive that the rewards they receive are fair and reliable by selecting the rewards standard suitable for the job characteristics and establishing the rewards system suitable for food & beverage business. Moreover, in order to fully practice empowerment based on the trust in employees, the organization should present the guidelines that could be empathized with employees, and also share the problem-solving methods and internal regulations with employees, which could increase the organizational trust of employees. To increase the commitment of employees, it would be necessary to form the horizontal organizational culture and supervisors’ open mind to cherish and consider subordinates. Furthermore, in order to become a team that could lead the growth of food & beverage business together, instead of regarding each other as a competitor, the organization needs to build and provide a sense of belonging and atmosphere by providing various activities such as programs for strengthening teamwork, having birthday parties for employees, or family events. As the companies cannot purchase employees’ abilities and it is only possible through the development of competencies of individual employees, it is an important role of companies to secure competent employees and to induce them to work for the organization for a long time.
Key words
Hotel, Internal Marketing, Organizational Trust, Organizational Commitment, Customer Orientation
Based on the logic in which the marketing activities that used to only concentrate on customers should be equally applied to hotel employees by understanding the emotions perceived by them in the process of interaction between employees who provide services and customers who receive the services at hotel, the internal marketing is actively practiced, and some efforts are also made to increase the service quality by raising the job satisfaction, organizational commitment, and customer orientation of employees. As the customer satisfaction of hotel service could be changed depending on the attitude and action of employees, it is very important to conduct the internal marketing activities targeting employees in the level of hotel, so they can practice the attitude and action beneficial to the organization in the process of providing services. Thus, the purposes of this study are as follows. First, this study examines the effects of internal marketing of hotel company such as internal communication, education/training, reward system, and empowerment on organizational trust. Second, this study examines the effects of high organizational trust formed by internal marketing on organizational commitment. Third, this study examines the influence relation between organizational commitment and customer orientation of employees shown when providing services to customers. On top of combining the online survey and offline field survey, this study utilized the convenience sampling method to extract samples. After excluding four questionnaires with insincere responses from 240 collected questionnaires, total 236 questionnaires were used for the final analysis. In the results of the analysis, the internal communication, reward system, and empowerment of internal marketing had positive effects on organizational trust. However, the education/training of internal marketing did not have positive effects on organizational trust. Also, the organizational trust had positive effects on normative commitment, affective commitment, and continuance commitment of organizational commitment. Lastly, the normative commitment, affective commitment, and continuance commitment of organizational commitment had positive effects on customer orientation. Thus, it would be necessary to establish the environment where the members can exchange information with each other, and also to continuously communicate with each other like exchanging feedbacks between supervisor and subordinate and between colleagues to perform work based on exchanged information, expanding the communication channels, and carefully listening to suggestions from colleagues and subordinates. Also, when the organization provides proper monetary/non-monetary rewards to its employees according to their work performance including their participation in work and results of service, the trust could be increased, so the organization needs to make them perceive that the rewards they receive are fair and reliable by selecting the rewards standard suitable for the job characteristics and establishing the rewards system suitable for food & beverage business. Moreover, in order to fully practice empowerment based on the trust in employees, the organization should present the guidelines that could be empathized with employees, and also share the problem-solving methods and internal regulations with employees, which could increase the organizational trust of employees. To increase the commitment of employees, it would be necessary to form the horizontal organizational culture and supervisors’ open mind to cherish and consider subordinates. Furthermore, in order to become a team that could lead the growth of food & beverage business together, instead of regarding each other as a competitor, the organization needs to build and provide a sense of belonging and atmosphere by providing various activities such as programs for strengthening teamwork, having birthday parties for employees, or family events. As the companies cannot purchase employees’ abilities and it is only possible through the development of competencies of individual employees, it is an important role of companies to secure competent employees and to induce them to work for the organization for a long time.
Key words
Hotel, Internal Marketing, Organizational Trust, Organizational Commitment, Customer Orientation
주제어
#호텔 식음사업장,내부마케팅,조직신뢰,조직몰입, 고객지향성
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