Learning Objectives 1. Understand why internal marketing is an important part of a marketing program. 2. Explain what a service culture is and why it is important to have a company where everyone is focused on serving the customer. 3. Describe the three-step process involved in implementing an internal marketing program. 4. Explain why the management of nonroutine transactions can create the image of being an excellent service provider.
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 All Rights Reserved
Internal Marketing Internal Marketing involves marketing to the firms internal customers, its employees The Moment of Truth occurs when employees and customers have contact
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 All Rights Reserved
Internal Marketing Process
Establishment Establishment of of aa Service Service Culture Culture
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
Development Development of of aa Marketing Marketing Approach Approach to to HR HR
Dissemination Dissemination of of Marketing Marketing Information Information to to Employees Employees
2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 All Rights Reserved
Establishment of a Service Culture
Service Culture
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
Service Marketing Program
Organization al Culture
2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 All Rights Reserved
New Organizational Structure
Customers Line Employees Supervisors Department Heads General Managers Corporate Focus of Organizational Team Marketing for Hospitality and Tourism, 6e Kotler, Bowen and Makens
2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 All Rights Reserved
Nonroutine Transactions Strong culture prepares employees to handle nonroutine transactions Service culture provides employees with the proper:
Attitude Knowledge Communication Skills Authority
Nonroutine transactions are unique
The ability to handle nonroutine transactions separates excellent hospitality companies from mediocre ones Marketing for Hospitality and Tourism, 6e Kotler, Bowen and Makens
2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 All Rights Reserved
Marketing Approach to HR Create Jobs that Attract Good People Improve the Hiring Process Promote Teamwork Emphasize the Importance of Initial Training Train Continuously Manage Emotional Labor Implement a Reward and Recognition System Marketing for Hospitality and Tourism, 6e Kotler, Bowen and Makens
2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 All Rights Reserved
Key Terms Cast members A term used for
Internal marketing Marketing by a
employees. It implies that employees
are part of a team that is performing for their guests.
service firm to train effectively and
motivate its customer-contact employees and all the supporting service people to work as a team to provide customer satisfaction.
Cross-training Training employees to
do two or more jobs within the organization. Emotional labor The necessary involvement of the service providers emotions in the delivery of the service. Empowerment When a firm empowers employees, it moves the authority and responsibility to make decisions to the line employees from the supervisor.
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
Moment of truth Occurs when an
employee and a customer have contact. Organizational culture The pattern of shared values and beliefs that gives members of an organization meaning and provides them with the rules for behavior in that organization. Service culture A system of values and beliefs in an organization that reinforces the idea that providing the customer with quality service is the principal concern of the business.
2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 All Rights Reserved
