The impacts of internal marketing: A case study of a New Zealand enterprise
View fulltext online
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 (Unpublished document submitted in partial fulfilment of the requirements for the degree of Master of Applied Management).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
Permanent link to Research Bank record:https://hdl.handle.net/10652/5881
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.
Keywords:New Zealand, hospitality industry, internal marketing, employee motivation, organisational effectiveness, business success
ANZSRC Field of Research:35 Commerce, management, tourism and services, 3506 Marketing
Degree:Master of Applied Management, Southern Institute of Technology (SIT)
Except where otherwise noted, this item's license is described as Attribution-NonCommercial 4.0 International
Rights:This digital work is protected by copyright. It may be consulted by you, provided you comply with the provisions of the Act and the following conditions of use. These documents or images may be used for research or private study purposes. Whether they can be used for any other purpose depends upon the Copyright Notice above. You will recognise the author's and publishers rights and give due acknowledgement where appropriate.
MetadataShow detailed record
This item appears in
The following license files are associated with this item: