Impact of Internal Marketing on Organisational Performance

Abstract

The research sought to assess the impact of internal marketing on organizational performance at Redcliff Hotel. The research was carried in the form of a case study, in which a sample of 202 employees from a population of 368 employees was used. Stratified random sampling procedure was employed in selecting elements from 10 managers and 192 general employees. Questionnaires and interviews were used in triangulation to collect data on the sample. After analyzing the collected data, the study  unearthed  that  internal  marketing   plays  a significant role in building  competitive  edge which  subsequently totals to organisational performance.The study recommended that organizations must treat employees as internal customers and make sure that internal  marketing initiatives are properly and aligned to  business goals and objectives.