THE EFFECT OF INTERNAL MARKETING ON EMPLOYEE JOB SATISFACTIONIN IN THE CASE OF GOLDEN TULIP HOTEL

Abstract

The idea behind Internal marketing is to earn employee’s enthusiasm by creating an emotional connection to the brand. Internal Marketing is relevant to all organizations and especially critical for a people intensive industry such as services. The current study examined internal marketing as internal communication, pay and reward, managerial support, training & development, career development and it’s the relationship between employee job satisfaction in one of the five- star hotels in Addis Ababa; Golden Tulip Addis Ababa Hotel. The research was revealing the critical importance of service employees and human resource in delivery of quality services and creating employee job satisfaction. The most commonly used dimensions of internal marketing were identified and used to show its effect on employee job satisfaction. Data was collected from 103 employee’s working at Golden Tulip Addis Ababa and the data interpretation is supported by (SPSS 2023) correlation analysis and further regression analysis was conducted to examine the effect of internal marketing on employee job satisfaction. The result indicates out of five selected dimensions of internal marketing four have significant relation with employee job satisfaction they are; pay and reward, training and development, managerial support and career development while internal communication was not a significant relationship to their job satisfaction. Even if it was, the study recommended to fully implement internal marketing dimensions which are covered by this study and consider all to increase employee’s job satisfaction.