أثر التسويق الداخلي في الالتزام التنظيمي للعاملين (دراسة حالة فندق جونادا في مدينة طرطوس)

Abstract

   The study aims to demonstrate the impact of internal marketing, with its dimensions (training, empowerment, work teams, administrative support, and marketing information), as an independent variable on achieving employee commitment at Junada Hotel. The importance of the research stems from two aspects: practical, represented in hotels' efforts to improve internal performance by building a motivating organizational culture, and scientific, aiming to enrich local administrative studies, especially in the hospitality sector. A descriptive-analytical approach was used, based on a questionnaire distributed to a simple random sample of 50 employees out of a total of 200. Questionnaires were distributed to the study sample, and the study reached a number of results, the most important of which was the existence of an impact of internal marketing on employee commitment at Junada Hotel. It was also found that training, as one of the dimensions of internal marketing at Junada, has no effect on achieving organizational commitment of employees at Junada. Additionally, the results showed that employee empowerment at Junada, as one of the dimensions of internal marketing, does not affect employee commitment, as employees do not have the freedom to act at work to meet the needs of service seekers. Similarly, the lack of authority among individuals to make decisions that accelerate response to service seekers' needs. The study recommended making greater efforts to meet employees' needs and gain their satisfaction to ensure their commitment to work, as well as the necessity of focusing on comprehensive training at various administrative levels, and related to technological development on a regular and continuous basis.