Implementing Internal Marketing To Influence Front Line Employee Job Satisfaction : A Case Study of Scandic Hotel in Västerås
FOA214 Bachelor Thesis in Business Administration, 15 ECTS
Mälardalens University School of Business, Society and Engineering
2014, June 2nd
Enkhluun Enkhmandakh, Cimin Ghaffari and Junyao Song
Hotel industry, service, internal marketing, front line employee, job satisfaction, Scandic Hotel.
Research Question: How does Scandic Hotel in Västerås influence front line employee job satisfaction through internal marketing activities?
Purpose of Research:
The purpose of this thesis is to describe and analyze how hotels can influence front line employee job satisfaction through internal marketing. This thesis is useful for organizations in the hotel industry to gain a deeper understanding of the connection between internal marketing and job satisfaction as well as the outcome of job satisfaction.
This descriptive case study has used a deductive strategy. A qualitative approach was applied to collect the empirical data through interviews with the General Manager of Scandic Hotel in Västerås. Both primary and secondary data have been gathered to achieve the purpose. Within-case analysis was used to analyze the collected data.
It was discovered that Scandic Hotel in Västerås acknowledges the importance of front line employee job satisfaction and is able to influence it through internal marketing activities. Through analyzing the theories and the empirical data two differences were found. It is believed that the result can be generalized to others in the hotel industry. The thesis also noticed a link between the four components of internal marketing and the five dimensions of job satisfaction.
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