Award Date

1-1-1992

Degree Type

Thesis

Degree Name

Master of Science (MS)

Department

Hotel Administration

First Committee Member

Kye-Sung Chun

Number of Pages

155

Abstract

The purpose of this study was to test the consistency of internal and external marketing messages. This concept is based on the idea that successful companies have customers and employees who agree on what is expected to occur in the service encounter; Importance-Performance Analysis was the tool utilized to analyze data collected through a survey of employees and guests on certain services at the hotel. Once these attributes were rated, the guest and employee responses were compared to determine if there were significant differences in the responses; The results disclosed that there were significant differences in the ratings of many of the importance items, but not many of the performance items. This indicates to management that there are gaps between employee and guest expectations. The implications for the internal marketing program are discussed, along with additional suggestions for future research.

Keywords

Employees; Evaluation; Guests; Hotel; Implications; Internal; Marketing; Service

Controlled Subject

Marketing; Management; Operations research

File Format

pdf

File Size

3624.96 KB

Degree Grantor

University of Nevada, Las Vegas

Language

English

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Rights

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