Does Internal Marketing Influences Organizational Commitment? Empirical Evidences from Hotels in Gwalior

Rahul Pratap Singh Kaurav, Monika Prakash, Nimit Chowdhary, J. P. Verma


Hotel industry market is developing rapidly, that is why only industry has been transmuted to one of the biggest fields of professional activities in the world. Managers belongs with the industry should provide the option of utilization of potential opportunities for themselves with intelligence and improve their organisational performance. In this instance the market is not only the final consumer but also an individual (employee) or a group of individuals (employees), within the organisation. Customer delight cannot be achieved without fundamental contribution of the employees who deliver the service. Selling of any service, there is needed to shape relationship with customer. For shaping a relationship there is a need for knowing the behaviour of employees and their satisfaction criteria? Without commenting on this aspect, discussion is just depletion of time.
This paper is to understand the employees’ satisfaction through internal marketing and resultant commitment to their tasks or assignments. The survey has been done in hotels. Reliability test (Chronbach’ Alfa), Correlation, Regression, Cross-tabulation and Chi-Square (test of independence) was applied and discussed throughout the paper. This research article found strong correlation between the practices of internal marketing and organisational commitment. Regression analysis has explained well the criteria of relationship. Cross-tabulation has supported that medium practices of internal marketing elucidate more organisational commitment. This paper reported some directions to next researchers also.


correlations, cross-tabulation, Gwalior, hotels, internal marketing, organisational commitment, regression


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