The Impact of Internal Marketing on Promoting Quality of Service through Knowledge Management Practices
Exploratory research of the views of a sample of workers in Excellent class hotels in the provinces of Holly Karbala and Al-Najaf Al-ashraf
PhD thesis introduction to
College of Management and Economics – Karbala University
It is part of the requirements for a Ph.D. degree
In Business Management Sciences
By
Abeer Mohammed Mahdi Al – Shammari
Supervised by
Prof. Dr. Akram Mohsen Al – Yasiri 1440 AH
Professor Fouad Hamoudi Al Attar 2019 AD
Abstract
The aim of the research is to identify the effect of internal marketing as an independent variable by dimensions it (employee empowerment, employee training, internal communication, incentive systems), which were determined by (Ferguson & Brown 2012: 68) and ( Linh 2017: 53) in service quality as an dependent variable by dimensions it ( tangibility , reliability, responsiveness, assurance , and empathy ) determined by ( Elena 2017: 14) and ( Tanyamai 2018: 42) through knowledge management practices as an intermediary variable by dimensions it ( Knowledge creation , knowledge storage , knowledge dissemination, and knowledge application ) determined by ( Leidner & others 2010: 11) and ( Fugate et al. 2018: 67). In view of the importance of the tourism sector and its impact on the economy of the country, the research was conducted in (8) Excellent Class Hotels in the holy provinces of Karbala and AL-Najaf al ashraf (Rotana – Karbala Rihana, Baroun, Huda Wali, Damas, Ribal, akad , and madinat alnojoom ) A sample of 160 respondents (managers, departmental assistants, department heads and service providers) was interviewed by questionnaire as a key tool for data and information as well as personal interviews.
A number of statistical methods were used (alpha kronbach, weighted arithmetic mean, standard deviation, variation coefficient, response intensity, simple correlation coefficient, simple linear regression, R2, T test, F test , and Path Analysis)} to analyze information and test hypotheses by adopting complementary approaches to each other (descriptive approach, analytical approach).
The study concluded with a set of Conclusions, the most important of which is (The existence of a correlation relationship and a significant effect between the search variables and their sub-dimensions ) , The research concluded with a set of recommendations, the most important of which is ( The need for the interest of the tourism hotels’ administrations to invest in the relationship between internal marketing and knowledge management practices in order to devise the best methods to improve the quality of service )
Key words: Internal Marketing, Knowledge Management Practices, Service Quality , Excellent Class Hotels .
