Effect Of Internal Marketing On Job Satisfaction And Employee Loyalty Of Hospitality Industry

In this dynamic competitive environment,organizations focus on the emerging concepts in theory and must try to inculcate these concepts into practice.In hospitality industry employees are considered as assets because there is a need to provide better services to the customers in order to cope up with the industry competition.If the manpower of an organization is insufficient then organization cannot achieve its objective.Organization should reduce workload and job stress by providing excellent working environment to make employees satisfied and loyal with the organization.Internal marketing is an eye catching concept in pursuit of achieving organizational loyalty among employees and also considered as the source of competitive advantage.The main purpose of this research is to examine the effect of internal marketing on employee loyalty with the mediation of job satisfaction in the hospitality sector of PAKISTAN.One of the important purposes of this study is to investigate the existence of mediation among job satisfaction and employee loyalty which is neglected by previous researchers.To examine the influence of internal marketing on job satisfaction and employee loyalty,data is collected from the hotels and restaurants located in the(ISLAMABAD)Pakistan.Data is collected by 350 individuals using five point liker scale questionnaire that was developed using different item-scales.To analyze the data different statistical tests were done that includes Regression analysis,Correlation analysis,Reliability analysis and Sober Test.The major findings of the study proved that the significant relationship exists among internal marketing and employee loyalty,internal marketing and job satisfaction.Mediation of job satisfaction also showed statistically significant results among these two variables.Therefore it is concluded that tendency to leave the job can be easily reduced by increasing satisfaction level of employees.As employees want to be with the organization which gave them benefits as well as positive work experience.The positive relationship of job satisfaction and employee loyalty also impacts employee productivity by improving the quality of service offered to the customers.So,there is a need to make coherent strategy based on external as well as internal marketing philosophy for achieving better firm performance.To achieve external customer's loyalty organizations should make strategies which are based on employees to make them satisfied with job and it will help to reduce employee turnover..Thus having positive influence of job satisfaction on employee loyalty it is important for an organization to discover that what strategies they can make to maintain as well as enhance the commitment of employees as they are the important part of internal marketing strategy of the organization.