Research question 1
Research question number one examined the rate of internal marketing implementation
according to employees’ perceptions based on the four dimensions outlined earlier in the
literature review and whether that implementation varies among those different
dimensions. Results presented in Table 2 reveal that most employees agree that internal
marketing principles are implemented in their workplace. As for the first dimension, which
was entitled ‘establishment of a service culture’ an average of 70.4% of employees agreed
on the existence of a service culture in their workplace, while 16.5% of employees
indicated a neutral effect and only 13.02% of employees rejected the presence of a service
culture in their workplace. It is apparent that the principle (A8) ‘I feel that I have a genuine
interest in guests and communicate this personally’ recorded the highest score (79.2%) as
regards its implementation in the workplace in this dimension, while Principle A9,
‘Customers are at the top of hotel’s structure and corporate management is at the bottom’,
recorded the lowest score (58.5%) regarding its implementation in the workplace.