earticle

영어

This study attempts to develop and suggest the effective strategies for enhancing service quality and competitiveness in the tourist hotel industry by reviewing and identifying a range of internal marketing factors.
Research findings of this study is as follows:
Firstly, six factors including training programs & welfare policy, incentive system, and employer's attitude, team work and information sharing, appointment and customer-oriented policy, and personnel evaluation system were derived as internal marketing variables. These factors were found to play a significant role in marketing orientation, the level of service quality and task performance.
Secondly, employees who are female, single, in low level of education and position, in twenties relatively less satisfied in their works, which requires an appropriate incentive system for the encouragement and motivation.