The Application of Internal Marketing (IM) in a Service Organization

摘要: Purpose . This study explores the implementation of Internal Marketing (IM) in a service company using Chester Racecourse as case methodology. The racecourse is known one best and hospitality venues UK. Research Design Content Text Analyses have been employed to discover any refreshed findings on empirical application IM by examining content communicated texts.These texts originated from in-depth interviews conversational research with respondents. respondents were selected concept “Theoretical Sampling”. Originality justified because although there abundant papers IM, most focuses theoretical conceptual aspects IM. In addition, has not paper written combined use particularly for guiding further qualitative Findings Strategic Implications To complement earlier proposition indicate that are several such “costs, people concept” which hinder successful proposes strategic HR recommendations reduce “implementation gap” conduct continuous staff training knowledge regular time intervals, excessive work load pressure engaging members personal development sessions. reveal should be given priority solve “people-oriented” issues.