The impacts of internal marketing: A case study of a New Zealand enterprise

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.