Research On The Influence Of Hotel Internal Marketing On Employee Job Satisfaction

With the acceleration of economic globalization, and the advent of the serviceeconomy era, Chinese hotel industry is faced with more and more stronger marketcompetition. Our hotels have immersed in management predicament of "low staffsatisfaction, high staff turnover rate" for a long time. In recent years, internalmarketing has gotten close attention by hotel managers as a new effectivemanagement strategy to improve employee satisfaction. However, the domesticresearch has not yet to discuss the mechanism of hotel internal marketing onemployee job satisfaction clearly, and empirical research is relatively less. In thi s case,the theory and application value of hotel internal marketing is failed to be proved.This paper focuses on the influence of hotel internal marketing on employee jobsatisfaction, and verifies the mediating effect by the internal service quality. Fi rstly, itsummarizes the present research about the internal marketing, internal service qualityand job satisfaction. Secondly, it constructs the research model and hypotheses to thehotel internal marketing, internal service quality and employee job satisfaction basedon a detailed analysis of the interactional intrinsic mechanism between hotel internalmarketing and employee job satisfaction by constructing. Related survey data areobtained by distributing questionnaires to hotel employees and these initial data areanalyzed and processed by SPSS and AMOS software. Series of statistical analysisapproaches are used, such as reliability and validity analysis, correlation analysis,variables analysis, structural equation model analysis etc.. According to the empiricalevidences, it is concluded as follows: the hotel internal marketing has significant andpositive effects on the internal service quality and employee job satisfaction; internalservice quality has obvious positive influences on employee job satisfaction andmoderates the influence of hotel internal marketing on employee job satisfaction; ofall the employee individual characteristics of variables, only age has no significanteffects on outcome quality.Finally, based on the conclusion, the paper puts forward several targetedrecommendations for hotel managers to promote internal marketing, such asconducting internal marketing training, designing internal marketing’s CPC strategycombination, examining internal service quality and job satisfact ion regularly and soon. This research result can help the hotels to make improvement in employee job satisfaction. But it needs to be enriched and perfected in the future managementpractice of hotels.