The Effects of Internal Marketing of Downtown Resort Hotel on Organizational Citizenship Behavior, Customer Orientation and Job Performance

The purpose of this study was to investigate the relationship among internal marketing, organizational citizenship behavior, customer orientation and job performance of downtown resort hotel. For the purpose of study, 180 survey questionnaires were distributed among the employees who working in downtown resort hotel from 16th AUG, 2018 to 1st SEP, 2018. Due to the reliability of data, 8 samples were discarded and 172 samples were put to actual analysis. In order to accomplish the purpose of the study, the researcher conducted and analyzed by using SPSS Ver. 20.0 statistics package. The results of the study are as follows. First, the internal marketing which is consist of empowerment, compensation system, education and training had significant effects on organizational citizenship behavior. Second, the internal marketing which is consist of empowerment and compensation system had significant effects on customer orientation. Third, the organizational citizenship behavior which is consist of altruism and civic virtue had significant effects on job performance. Fourth, customer orientation had significant effects on job performance. Fifth, the internal marketing which is consist of empowerment and compensation system had significant effects on job performance. Lastly, the internal marketing which is consist of education and training did not affect customer orientation and job performance. This study shows that in order to have competitive advantage, downtown resort hotel should make satisfy employees as well as customers.