Hotel Staff Loyalty Research Based On Internal Marketing

Since the reform and opening up, China’s hotel industry has achieved rapid development.Hotel industry is labor-intensive industries, so it relies heavily on human resources. China’s hotelindustry has achieved rapid development, while hotel employees impetuous performance, frequentjob-hopping, low loyalty. A considerable portion of hotel management related professionalstudents flow to other industries, only little portion engaged in the hotel industry. So the problem"how the hotel industry to attract and retain qualified personnel, how to improve employeeloyalty" needed to solve.In this study, on the basis of summarizing the literature, we selected the hotel staff as thesurvey, researched the interaction and intrinsic link among internal marketing, organizationalcommitment and employee loyalty from the perspective of internal marketing.First of all, through the consolidation of related literature, summarize the results of internalmarketing, organizational commitment and employee loyalty, and then build a exploratorytheoretical model. The model aims to exploratory theoretical of the intrinsic link among internalmarketing, organizational commitment and employee loyalty. Theses contacts include: Doesinternal marketing have a impact on organizational commitment’s five dimensions(emotionalcommitment, normative commitment, ideal commitment, economic commitment, opportunitycommitment)? Do organizational commitment’s five dimensions have a impact on employeeloyalties’ two dimensions(attitudinal loyalty and behavioral loyalty)? Does internal marketinghave a impact on employee loyalties’ two dimensions? Does employee attitudinal loyalty have aimpact om employee behavioral loyalty?Secondly, by discussing with specialist and literature reviewing, design measuringdimensions and measurement items of the related variables, and form the pre-survey questionnaire.In the questionnaire, organizational commitment is divided into five dimensions: emotionalcommitment, normative commitment, ideal commitment, economic commitment and opportunitycommitment. Employee loyalty is divided into two dimensions: attitudinal loyalty and behavioralloyalty. Subsequently, according to the problems encountered in the pre-research and pre-researchresults, do some adjustments and modifications of the questionnaire, and then form the formalsurvey questionnaire. With a large-scale survey, get the first-hand data recovery. Through thecorresponding analysis of the collected data with the usage of SPSS statistical software, theresearch model is tested.Finally, further analyses the intrinsic relationship among internal marketing, organizationalcommitment and employee loyalty based on the problems encountered in the research and theanalysis conclusions. This paper also proposed strategies for how to improve employees loyalty,and also pointed out the limitations of this study and the future research prospects.