Den interna marknadsföringens påverkan på tjänstekvaliteten
en fallstudie av två säsongsbaserade hotell
The purpose of this thesis was to study how internal marketing affects service quality in the tourism industry. It was decided to conduct a case study on two hotels with summer seasonal employees. Pite Havsbad and Strand Hotell Borgholm were chosen as study objects. The case was based on interviews with the hotel manager at Pite Havsbad and the vice president at Strand Hotell Borgholm, who coordinates the internal marketing at the companies. The findings were that seasonal employees do not affect service quality much. And the most important quality when hiring seasonal employees was that the person had the right attitude for services prior formal work experience. Hotels work with internal marketing towards seasonal employees to raise the quality of their services and to get the seasonal employees motivated for work. Other issues for using internal marketing were to create knowledge of the hotel and its services for the seasonal employees and to avoid errors in the service delivery.