INTERNAL MARKET ORIENTATION AND ORGANIZATIONAL CITIZENSHIP BEHAVIOUR IN THE HOSPITALITY INDUSTRY – A LITERATURE REVIEW
Purpose - Service is a vital aspect of the hospitality industry. Excellent service influences a guest’s decision to return to the hotel. Support and cooperation among hotel employees are key factors in improving service quality. Hotels with employees who demonstrate behaviours or cooperative behaviours that are not formally required by the organization (Fassina et al. 2008) are more prone to providing high-quality service and customer satisfaction than those who do not possess these attributes (Tang &Tang, 2012; Wang &Wong, 2011; Podsakoff et al., 2009; Bell & Menguc, 2002). Internal market orientation is the best approach to motivating, educating and coordinating internal customers (employees) to ensure the satisfaction of everyone in the hotel. This study aims:a) to present a literature review of internal market orientation and organizational citizenship behaviour in the hospitality industry and b) define the relationship between internal market orientation and organizational citizenship behaviour as antecedents of internal service quality in the hospitality industry. Methodology - The desk research method was applied for gathering data for this study. The existing literature on internal market orientation management, organizational citizenship behaviour, and internal service quality was utilized. Content analysis was used to present the development of, and depict the current standpoints regarding, these concepts. Findings - The findings suggest that internal marketing orientation and organizational citizenship behaviour are crucial for managing employees in the hospitality industry and providing excellent services. Originality of the research - The present study provides a useful review of the appropriate literature related to internal market orientation and organizational citizenship behaviour in the hospitality industry and their relationships. Research limitations/implications –The results of this study offer valuable guidelines for hotel managers to improve internal service quality. Furthermore the study provides good theoretical background for empirical research. Since it is focused specifically on the hospitality industry, future research could be done on other industries.
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