The concept of internal marketing of hotels toward their employees has recently been recognized as a vital element in terms of sustainable development in hotel industry Therefore, the purpose of this study is to explore the relationship of internal marketing and job satisfaction, and organizational commitment, and customer orientation with the case of several deluxe hotels in Daejeon.
The questionnaire was composed of 37 questions in 7 realms. To ensure content validity, measurement items in this study were mainly adapted from a number of past studies. Liker scales (ranging from 1 to 5), with anchors ranging from "strongly disagree" to "strongly agree" were used for all measurement items.
To choose the sample for this study, non-probability convenience sampling was used. A total of 250 set of questionnaire were distributed to the employees from 1 July to 30 the same month 2013. Out of this number, around 237 questionnaires were collected, and some cases which a large portion of survey was not answered were also excluded from the survey. Accordingly, a total of 220 questionnaires were finally used for the analyses.
The data were subjected to frequency analysis and exploratory factor analysis using SPSS 18.0.
The characteristics of the respondents were as follow: the sample consisted of 49.1% mail and 50.9% female respondents. Almost 53.9% of the respondents were married, 46.8% were single. Over 24.5% of the respondents were highly educated with bachelor degree, and only 2.3% with master degree.
The data obtained from the questionnaire were subjected to factor analysis in order to validate the instruments. Principle component factor analysis was employed to summarize a large number of original variables and to isolate a small number of factors for prediction purposes in the subsequent analyses. In addition, the varimax rotation technique was used to obtain simpler and more interpretable factor solutions, and the selected factors were based on eigenvalues equal to or greater than 1.00. Then, the factors and selected items were grouped and named accordingly. There were four factors extracted from internal marketing activities, which are as delegation of authority, education training, compensation system, and communication. As for each of job satisfaction, organizational commitment, and customer orientation was extracted as having single dimension.
Subsequently, the internal consistency of the items was verified by conducting the reliability analysis. Cronbach's alpha was used to analyze the reliability of the instruments. The results of this analysis are all accepted based on Cronbach's alpha above 0.6, and this shows that the reliability among the items is consistent. Consequently, the validity and reliability of the instruments, as provided by the factor analysis and reliability test, serve as good foundations for further hypothesis testing.
Multiple regression analysis was used to test this hypothesis. The result of regression equation testing of internal marketing activities on job satisfaction shows that delegation of authority, compensation system, and communication are positively and significantly related to job satisfaction, which Hypothesis 1 was partially supported.
The result of examining Hypothesis 2 shows that delegation of authority, education training, and communication are positively and significantly related to organizational commitment, which turned out that Hypothesis 2 was partially supported.
The results of analysis for Hypothesis 3 and 4 respectively verified that there are positive and significant relationships of job satisfaction on organizational commitment and customer orientation. In addition to that, Hypothesis 5 supposing the positive relationship between organizational commitment and customer orientation was also supported.