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 JHRSS  Vol.5 No.4 , December 2017
Internal Marketing and Marketing Effectiveness of Hotel Industry in Rivers State
Abstract: The purpose of this study was to empirically investigate how Internal Marketing relates with Marketing Effectiveness in the Hotel Industry in Rivers State. The target population of this study is the twenty hotels listed under the Best Port Harcourt, Rivers State Hotel Specials and Deals of Tripadvisor online. Since, our study is organization based, key informants from the twenty hotels in Port Harcourt Rivers State, Nigeria constituted the sample of this study. The three key informants are: Customer relationship manager, marketing manager, and, food and beverages manager giving a total of hundred and twenty-five respondents who were administered the copies of the questionnaire. Upon retrieval and data cleaning, 100 copies were subjected to Data analysis. Data analyses were aided by the use of SPSS version 20.0 and hypotheses were tested using the Pearson Correlation Coefficient. After the data analysis, it was revealed that: Employee Job Satisfaction as a dimension of Internal Marketing relates very strongly and positively with Adequate Marketing Information, moderately and negatively with Customer Philosophy, and strongly and negatively with Adequate Strategic Orientation as measures of Marketing Effectiveness. We therefore concluded that there is a strong and positive relationship between Employee Job Satisfaction as a dimension of Internal Marketing and Adequate Marketing Information, moderate and negative relationship with Customer Philosophy and strong and negative relationship with Adequate Strategic Orientation as measures of Marketing Effectiveness. Based on the findings and conclusions we recommended that, in view of the fact that there exist a strong and positive relationship between Employee Job Satisfaction as a dimension of Internal Marketing and Adequate Marketing Information as a measure of Marketing Effectiveness, Hotel Industry in Rivers State should see that their physical facilities, equipment and communication materials are improved.
Cite this paper: Nwokah, N. and Briggs, J. (2017) Internal Marketing and Marketing Effectiveness of Hotel Industry in Rivers State. Journal of Human Resource and Sustainability Studies, 5, 238-257. doi: 10.4236/jhrss.2017.54021.
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