Increasing competition in the hospitality industry is inevitable as new
restaurants, hotels and other service providers open and strive for customers with
various kinds of tempting offers. At first this commercials might bring in some
customers into the business but to keep the customers coming in, the company has
lived up to the customers expectations.
Internal marketing is the set of approaches to communicate the managers
idea of good service to the employees and make sure that the good service is
provided to the customers. It is a company approach to make their employees
understand their corporate goals and how the company wants to achieve it. This
concept has been developed for some time and works in western hospitality
businesses. The question is, can it also be used in business with other cultural
background, like Chinese restaurant? Does the internal marketing concept give
any contribution to their business development? Do they ever use any internal
marketing approach and if they have, how do they do it?
The writers? thesis will explain about how are the internal marketing
approach and the proces being done in a Chinese restaurant establishment, which
business is in the Netherlands. The research methods used by the writers in
collecting the data are interviews with the restaurant?s owners and employees, and
also questioners given to the customers.