INTERNAL MARKETING AND EFFECTIVE SERVICE DELIVERY IN THE HOTEL SERVICE SECTOR

Abstract

This study examined the role of internal marketing in motivating hotel employees and enhancing service delivery in Nigeria's hospitality industry. The study was anchored on the Relationship-Mediated Theory of Internal Marketing. A quantitative survey design was employed, involving a sample of 368-line staff from 10 randomly selected hotels located in each of the 25 local government areas in Delta state, Nigeria. Sample size was derived using the Krejcie and Morgan Table for sample size determination. Data were collected through a structured five-point Likert Scale questionnaire consisting of 8 closed-ended questions and a demographic section, administered via online survey on 50 selected hotels in the state. Each hotel had 10 employees to respond to the survey. To ensure validity and reliability, pilot testing and Cronbach's alpha analysis were conducted. The data were analysed using descriptive statistics, correlation, and regression analysis. Multiple regression analysis was used to ascertain the extent to which a change in internal marketing dimensions accounted for a change in the quality of service delivery by hotel employees. Findings reveal that effective communication has a strong positive effect on quality-of-service delivery (r = 0.518, Beta = 0.392, p < 0.05), while staff training also significantly boosts service quality (r = 0.456, Beta = 0.279, p < 0.05). These factors are crucial for motivating hotel service providers, improving job satisfaction, and driving better performance. The study underscores the need for appropriate communication channels and regular staff training and development strategies to enhance productivity in the hospitality sector.