تجزیه و تحلیل تحلیل چند سطحی تأثیر بازاریابی داخلی کارکنان بر کیفیت ارائه خدمات با میانجی گری تعهد سازمانی و رضایت شغلی در صنعت هتلداری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه بازرگانی دانشگاه شهید بهشتی

2 کارشناس ارشد مدیریت بازرگانی دانشگاه شهید بهشتی

10.22054/tms.2021.12793

چکیده

پژوهش حاضر با هدف بررسی تاثیر بازاریابی داخلی بر کیفیت ارائة خدماتِ پس از ارائة راهکارهایی در جهت ارتقای میزان خدمات ارائه‌شده در هتل‌هاست. پژوهش حاضر از لحاظ هدف کاربردی و از نظر روش توصیفی ـ پیمایشی است. پایایی پرسشنامه با محاسبة آلفای کرونباخ و شاخص CR و روایی آن با روش‌های روایی محتوا، روایی همگرا و واگرا تایید شده‌است. یافته‌های پژوهش حاضر نشانگر تایید تمامی فرضیه‌های پژوهش‌اند؛ خروجی نرم‌افزار تحلیل خطی سلسله‌مراتبی نشان‌دهندة روابط چندسطحی متغیرهای پژوهش بود. به‌علاوه، اثر متغیر میانجی با آزمون سوبل و شدت آن با ضریب وی.اِی.اف سنجیده شد. نتایج نشان داد که مدیران باید با استفاده از بازاریابی داخلی، که در سطح سازمانی است، موجب بهبود کیفیت ارائة خدمات توسط کارکنان شوند: با القای حس افتخار، اعتقاد و احترام به کارکنان، تعریف مأموریت مشخص، ارائة الگوی مناسب به آن‌ها در کنار ارتقای فرهنگ خطرپذیری، تأکید بر احساسات کارکنان و توجه به خواست و نیاز آن‌ها.

کلیدواژه‌ها


عنوان مقاله [English]

Multilevel Analysis of the Impact of Employee Internal Marketing on Service Quality Mediated by Organizational Commitment and Job Satisfaction in the Hospitality Industry

نویسنده [English]

  • FATEMEH DARMANAKI FARAHANI 2
2 Master of Business Administration, Shahid Beheshti University
چکیده [English]

This study aimed to investigate the effects of internal marketing on the quality of service delivery to provide solutions to improve the number of services offered in hotels. The present study is applied in terms of purpose and descriptive-survey method. The findings of the present study indicate the confirmation of all research hypotheses. The output of HLM 7 software showed multilevel relationships of research variables; the effect of the mediating variable on the Sobel test and its severity was measured by the VIF coefficient. A specific mission is to provide them with an appropriate role model and promote a culture of risk-taking, emphasizing employees' feelings and paying attention to their wants and needs to improve the quality of service provided by employees.
Introduction
Tourism is defined as one of the most important economic sectors that play an important role in developing a country (Juang and Fuang, 2019). Tourism is one of the largest industries generating billions of dollars in revenue and creating thousands of jobs. Tourism is one of the top 5 sources of export revenue in more than 150 countries and the number one source of exports in 60 countries. The United Nations World Tourism Organization predicts that the number of international tourism visits will almost double from 2009 to 2018, from 880 million to 1.6 billion by 2020 (Yusuf and Ali, 2019). According to the World Tourism Organization and UNESCO statistics, Iran can be among the top ten countries in the world in terms of international tourist arrivals. Given Iran's small share of this industry, it is clear that the tourism industry has not been able to play its role as a factor of economic development. The development of the tourism industry is of great importance for developing countries, which face problems such as high unemployment, limited resource resources, and a single-product economy (Funk & Love, 2016). Comparison of tourism figures and revenues from them in Iran with global statistics provided by the World Tourism Organization shows that our country has not found its proper share and position in the tourism industry (Safaeipour et al., 2015). It seems that inefficient management, especially poor marketing and lack of appropriate advertising to introduce attractions and also lack of services tailored to the needs of tourists using modern methods and technologies is one of the most important reasons for the underdevelopment of tourism in Iran. Therefore, the need to review policies and apply new techniques and technologies in tourism management for the revival and prosperity of tourism in Iran seems necessary (Safaeipour et al., 2015). This study was conducted to remove some limitations in previous studies. While other studies have measured the impact of internal marketing activities on customers' attitudes and their employees, little research has been done on the effects of internal marketing at the organizational level in the hotel industry.
Materials and Methods
The method of this research is development-applied research in terms of purpose. The research design in this research is descriptive correlational research. It is descriptive in that it provides a picture of the current situation and is a correlation because it examines the relationship between the variables in the model. The present study is a survey, and the data collection tool in this study was a questionnaire. In this study, the statistical population of this study consists of customers and staff of reception units, cash registers, ceremonies and food and beverage, housekeeping, and security and arrangements of four and five-star hotels in Tehran, which number 14 hotels. And their staff is estimated at approximately 900 people. For determining the sample size, due to the unknown number of community members and variance, 268 questionnaires were distributed among the sample members in a stratified-random manner using Cochran's formula. The confidence level is 95%, and 5% error is assumed. According to the sample size, 280 questionnaires were distributed. 271 questionnaires were returned, and of which 3 questionnaires were discarded due to information deficiencies, and 268 questionnaires were used. According to Morgan's table, 95 questionnaires were needed in average for almost 300 customers per hotel, which was distributed to ensure about 100 questionnaires per hotel. The studied hotels include 4 and 5-star hotels in Tehran.
Discussion and Results
The purpose of this study is to investigate the effects of internal marketing on service quality by considering the mediating role of organizational commitment and job satisfaction in the hotel industry. As the results showed that the set of relationships considered by obtaining the appropriate significance coefficients could be similar to the research conducted in line with the present study, so did another confirmation of the importance of paying attention to internal marketing and its implementation in organizations in The hotel industry. Multilevel Analysis of the impact of internal marketing on the quality of staff services is one of the topics studied in this study due to its importance in organizations. The multilevel approach as an emerging paradigm and method can consider organizational phenomena as multilevel and simultaneously analyze the effect of the studied phenomenon at a higher level and the impact of higher-level factors in the studied phenomenon. 4- and 5-star hotels In this study, multilevel Analysis of internal marketing on service quality with commitment and job satisfaction were examined. After analyzing the data, it was found that using the concept of internal marketing and its related components (vision, development, and reward) can have positive results such as improving the quality of service provided in the hotel, improving employee satisfaction, and organizational commitment. Have them with you

کلیدواژه‌ها [English]

  • Hierarchical Linear Analysis (HLM)
  • Internal Marketing
  • Quality of Service Provided
  • Commitment
  • Customer Satisfaction and Hospitality Industry