Exploring Internal Marketing Mix and Its Applications in the Foodservice Industry
Document Type
Article
Publication Date
10-31-2015
Department
Agriculture & Tourism
Abstract
Internal marketing has been considered as a way of achieving higher service quality and customer satisfaction in the service industry. However, the definitions and implementation of internal marketing varies by researcher. Therefore, the purpose of this study was to explore an explanatory internal marketing mix that can be utilized in the foodservice industry. Using a web-based survey method, a total of 405 usable samples were collected and used in the data analysis. Five internal marketing components (i.e., vision, development, reward, employee motivation, and internal communication) were adopted from previous literature, and the results indicated significant impacts of the internal marketing mix on employee job satisfaction.
First Page
192
Last Page
203
Publication Title
Culinary Science and Hospitality Research
Publisher
Culinary Society of Korean Academy
Recommended Citation
Joung, H.-W., Choi, E.-K., Lee, D.-S., & Kim, H.-S. (2015). Exploring Internal Marketing Mix and Its Applications in the Foodservice Industry. Culinary Science and Hospitality Research. 21(5), 192- 203.