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

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