The impacts of internal marketing: A case study of a New Zealand enterprise
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Authors
Schio, Luciana
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Degree
Master of Applied Management
Grantor
Southern Institute of Technology (SIT)
Date
2022
Supervisors
Hill, Robyn
Type
Masters Dissertation
Ngā Upoko Tukutuku (Māori subject headings)
Keyword
New Zealand
hospitality industry
internal marketing
employee motivation
organisational effectiveness
business success
hospitality industry
internal marketing
employee motivation
organisational effectiveness
business success
ANZSRC Field of Research Code (2020)
Citation
Schio, L. (2022). The impacts of internal marketing: A case study of a New Zealand enterprise. (Unpublished document submitted in partial fulfilment of the requirements for the degree of Master of Applied Management). Southern Institute of Technology (SIT), New Zealand. https://hdl.handle.net/10652/5881
Abstract
RESEARCH QUESTION
What are the impacts of Internal marketing in a hospitality company in New Zealand?
ABSTRACT
Internal marketing (IM) is a contemporary concept that brings the marketing tools to the internal environment treating the employee as clients to promote the organisation's mission, culture and strategy. The purpose is to sell the business towards the employees, so they feel more engaged, brand-aware, and consequently, satisfied and motivated. The research seeks to explore the impacts of internal marketing in the hospitality business in New Zealand. Through a mixed-methods exploratory case study design, the theme is investigated from managers' and employees’ perspectives. The results illustrate that the internal marketing impacts are mainly employee satisfaction, motivation, and performance. They are examined and how it could benefit the company and improve business performance in the external market. The findings support that business culture and values are essential to job satisfaction and are part of the internal marketing approach. Furthermore, the results recognised organisation support, training and development and internal communication as the most important internal marketing practices that influence and impact satisfaction. This paper contributes to the industry helping companies with new perceptions and how to manage their people in favour of the business. The field of the research could be expanded in how the marketing concept can be used internally with the employees, impacting their satisfaction and engagement, consequently, in quality service and business performance.
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Attribution-NonCommercial 4.0 International