Internal Market Orientation Framework as a Source of Improving Service Quality within the Malaysian Hotel Industry

Abstract

Abstract. This paper is developed as a means to discover the importance of improving service quality within the Malaysian Hotel Industry. To support that contention it was found that there are a number of methodologies or approaches that can be used to improve service delivery. Recent publications show that there is an emerging methodology sought to improve employee performance and one of the approaches are known as Internal Market Orientation. The Internal Market Orientation model consists of three dimensions and they are: i) Internal Market Intelligence Generation (IMIG), ii) Internal Communication (IC), and iii) Response to Intelligence (RTI). Despite of that this study will only highlight the third dimensions of the framework that is Response to Intelligence. A number of conclusive findings were found and it can be used to enhance employee performance and it is as well has the ability to improving the quality of service towards hotel guests. Notwithstanding, the findings of this study can be used to improve the competitive advantage of Malaysian Hotels and therefore, assisting the country to achieve competitiveness and leads to the creation of premier tourist destination in the world.

Role of Internal Marketing Practices in the Service Recovery Performance of Call Center Employees

“…In relation to the employee performance, several studies have been done to investigate the role of effective internal communication practices toward employee outcomes such as work attitudes and employee performance (e.g., Billy & To, 2013;Olson-Buchanan & Boswell, 2006). In the same vein Lahap, Said, Rose, Sumarjan, and Mohi (2014) found that effective communication practices contribute to improving service quality. Similar findings concluded by the Gounaris (2008) training and the effective communication system has an influence on the quality of frontline employee's service delivery and the satisfaction of employees.…”

Guests' Perception of the Hotel Image: The impact of Servicescape

“…Dhillon (2013) indicated that image is an important element of a hotel; a brand acts as the most influential element in services because of its natural uniqueness like perish ability, inseparability, tangibility and heterogeneity. Lahap et al (2014) stated that hotel image is also an important variable that positively or negatively influences marketing strategies of the hotel itself.…”