The Impact of Internal Marketing Dimensions on Hotel Service Quality: A Field Study on Five-Star Hotels
摘要
The main goal of chapter is to examine the impact of internal marketing dimensions (namely, selection, motivation, delegation of authority, and internal communication) on the quality of services provided by hotels. In order to achieve this objective, the researchers adopted an analytical and descriptive approach that is appropriate for the nature of the study. A questionnaire was developed as the primary instrument for data collection and was distributed to a sample of 450 employees working in 15 five-star hotels located in Amman. Out of the total questionnaires distributed, 411 valid responses were collected and subsequently analyzed using the statistical software SPSS. The study yielded several significant findings, indicating that all internal marketing dimensions (selection, motivation, delegation of authority, and internal communication) have a noteworthy impact on hotel service quality, with a significance level of (α ≤ 0.05). As a result, the study concludes that management in five-star hotels should place greater emphasis on implementing advanced strategies during the employee selection process, as well as motivating employees in a manner that fosters their loyalty towards the hotel.