Analysis of internal marketing implementation in the Oriental Swan Restaurant

Laredo, Ferry and Soelaiman, Franscisca (2006) Analysis of internal marketing implementation in the Oriental Swan Restaurant. Bachelor thesis, Petra Christian University.

Abstract

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.

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