Internal Marketing as Key HR Activity in Service Companies

The topic of final qualifying work is “Internal marketing as a key HR activity in service companies”. The purpose of this final qualifying work is to study the relationship of internal marketing, staff satisfaction and customer satisfaction. Also tasks were set such as: - to study the components of internal marketing; - to analyze the system of internal marketing of “Hotel X” company; - to rank values and study job satisfaction of service staff in “Hotel X” company; - to evaluate customer satisfaction with service staff performance in “Hotel X” company; - to analyze employees’ and customers’ satisfaction of “Hotel X”, - to develop recommendations for improving the effectiveness of system of internal marketing in “Hotel X” company. In the thesis includes introduction, three chapters, and final conclusion. In the introduction, relevance of current study in the selected direction is revealed, problem is stated, purpose and objectives of the study, subject and object of scientific research are defined, methodology of the study is indicated. In the first chapter, theoretical basis of internal marketing concept, its value and ways of implementation are represented. In the second chapter, the analysis of activity of company "Hotel X" is given, selected research method is described, analysis of internal marketing system of the company is made, staff satisfaction with the working conditions and customer satisfaction with provided service is studied, correlation between the results of the research. is analyzed. The third chapter presents recommendations for improving the internal marketing system of company "Hotel X" on the basis of earlier studies. The conclusion is devoted to the main conclusions after all the research made.