Internal marketing dimensions
One of the primary objectives of this research is to assess internal marketing
implementation on a sample of five-star hotels in Egypt. The researchers considered
evaluating Carlzon’s (1987) definition of internal marketing – while reviewing other
authors’ views and approaches – as that type of marketing aimed internally at the firm’s
employees. These steps are the establishment of a service culture, the development of a
marketing approach to human resource management, the information dissemination
among hotel employees, and the implementation of a reward and recognition system