The Effects of Internal Marketing on Organizational Trust: A Research in Hotel Industry

Abstract

The aim of this study is to determine how internal marketing would affect trust in the organization and trust in the executive dimensions of organizational trust. The study population consists of employees working in hotels operating in the town of Kuşadası in the province of Aydın, one of the oldest touristic regions of Turkey. For this purpose, a survey application was carried out on 148 employees of 7 hotels in total. The acquired survey data was evaluated via confirmatory factor analyses, reliability an alyses, correlation analyses and regression analyses. According to the findings obtained from the research, internal marketing affects trust in the managerand trust in the organization positively. Despite some limitations, the research findings are consid ered to present some important assistance to the managers, employees and researchers.

Analysis of the Internal Marketing Dimensions in Social Economy Organizations: Study Applied to Co-operativism in Ecuador

“…With this background, the need to propose the adaptation of a scale that allows to measuring the relationship of each of the dimensions immersed in this construct and its adjustment to the particularities of the cooperative sector in developing countries is appropriate. Matters that seek to strengthen strategic management and provide tools that help to co-create value with what has been considered its brand of identification, that is to say, the co-operative principles and values in order to improve the labor climate in the organization (Dean et al, 2016;Dong et al, 2016;Kesen et al, 2017).…”

The Moderating Role of Internal Marketing on the Relationship Between Organizational Trust and Job Engagement: Evidence From Hotels and Travel Agencies

“…This customer-centric approach emphasizes respectful internal communication and investment in employee development. By providing training and skills enhancement, organizations can motivate employees to perform better and stay loyal (Kesen et al, 2017). Furthermore, reciprocal communication fosters a culture of joy, pride, and appreciation strengthening trust and organizational success (Yue et al, 2021).…”

“…Effective internal communication is the cornerstone of successful IM (Huang and Rundle-Thiele, 2015). IM focuses on regularly sharing company news, updates, and achievements, which fosters transparency and builds employees' OT (Kesen et al, 2017). Organizations prioritizing communication and training foster a more satisfied and engaged workforce.…”

“…Previous literature indicated three pillars that underpin OT: integrity, which reflects employees' belief that the organization adheres to ethical principles and acts justly, considering the needs of all stakeholders (Vanhala et al, 2016); dependability which is the belief that the organization will honor its promises and commitments (Connelly et al, 2018); and competence, which refers to the confidence employees have in the organization's skills, resources, and leadership to deliver on its promises and navigate challenges successfully (Lee and Li, 2021). Previous studies highlighted the interplay of various factors in cultivating OT, such as leadership style, employee empowerment, internal marketing, organizational structure, organizational culture, and perception of organizational justice (e.g., Kesen et al, 2017;Alshaabani et al, 2020;Berraies et al, 2021;Khairy et al, 2023b;Shuhua and Kanokporn, 2023).…”

İçsel Pazarlamanin Bi̇rey-Örgüt Uyumu Ve İşten Ayrilma Ni̇yeti̇ Üzeri̇ndeki̇ Etki̇si̇: Otel İşletmesi̇ Çalişanlari Üzeri̇ne Bi̇r Araştirma

“…Aynı şekilde çalışanlar da kendilerini ifade edebildikleri ve kendi kişisel değerlerine uygun örgütleri tercih edebildiklerinde o örgütün bir parçası haline gelebilirler. Bu çerçevede içsel pazarlama kavramında, tüm işletme işlevleri ve operasyonlarının entegrasyonunun önemli olduğu görülmektedir (Kesen, Turan ve Kutay, 2017).…”