TAC DONG CUA TIEP THI NQI BQ VA DINH H I J 6 N G T H I TRl/CfNG DEN SlJ GAN KET VCfl TO CHlfC
TRONG NGANH KHACH SAN TAI THANH PHO HO CHI MINH
• HANG LE CAM PHLfdNG
TOM TAT:
Nghien ciJu n^y nham tim hieu miJc dd ^nh hifdng cua Tie'p thi npi bp va Dinh hu'dng tiii tru'dng cua nha quan ly len SiJ gan kd't vdi t^ chiJc cua nhan vien trong nganh Khach san. Nghidn cii'u difPc thifc hien qua 2 giai doan la nghien ciJu sd bd v^ nghidn ciJu ehinh thu'c. Trong do, nghidn ciJu chinh thu'c difpc thifc hien thdng qua khao sat ban cSu hdi difdc gu'i de'n cac nha quan ly tai eae khach san tii 3 dd'n 5 sao tai TP. Ho Chi Minh (TP. HCM). Ke'l qua sau khi phSn tieh hdi quy eho tha'y, nhSn td' Phat tnen cua thang do Tie'p Ihi npi bp co anh hu'dng den Sif gan ke't vdi to chu'c, nhan td Khen thu'dng cua thang do Tid'p ihi ndi bd ehi anh hu'dng de'n Sif gan ke'l mai mai vdi to chiJc. Cac yd'u id' cua Dinh hu'dng thi tru'dng la: Sif tao thanh thdng tin, SiS phd'i hdp thdng tin va Sif dap u'ng deu khdng cd anh hu'dng de'n SU g^n kd't vdi to chife.
TiJf khda: Tid'p Ihi ndi bd, sif gan kd'l vdi id chi?c, dinh hifdng thi tnfdng, sif dap u'ng, nganh khdch san, Vidt Nam.
1. D$t van dd
Ngay nay, tid'p thi ndi bd da du'pc cdng nhan la mpt chie'n lifdc eho dinh hu'dng thi trifdng. Cac nghidn cu'u hen quan trong ITnh vi/c nay eho rang, cae boat ddng tie'p thi ndi bp cai thidn kha nang canh tranh eua lo chu'c thdng qua anh hu'dng, lao ddng lu'c va nang cao nang life eho nhan vien (Ahmed & Rafiq, 2004). Nhin chung, la ed the ndi rang vide thifc hidn tid'p thi ndi bd trong eac td chu'c dich vu se tiang bi cho eae to chitc nay kha nang va nang life mang den sif hai Idng eiia khach hang.
Tid'p thi ndi bd difPc xem nhif mpt chie'n ItfPc cua doanh nghiep. Muc tidu cua tie'p thi noi bd la tao ra mdt mdi trifdng tich cifc ben irong, xem nhan vien cung la khach hang dd'i vdi doanh nghidp. Su" hai long ciia khach hang ben trong ra't quan trpng dd'i vdi sif thanh cdng cua mot edng ty djch vu (Gremler va cong sif, 1994). Mdt trong nhu'ng kd'l qua quan
Irpng cua tie'p thi npi bd la lam lang cam ke't cua nhan vien vdi tdchiie(Tansuhajva edng sif, 1991).
Thi tru'dng nganh Du lieh Viet Nam dang phat trie'n nhanh ehdng trong nhiJng nam gan day. Nam 2005, Viet Nam chi mdi ddn difpc 3,4 trieu lifdt kbaeh qud'c te' va nam 2013 la 7,5 trieu lifdt khich. Dong thdi, lu'dng khach du lich ndi dia ciing ngay cang tang, nam 2005 la 16,1 trieu lifdt khach, nam 2010 la 28 trieu lifpl khach va nam 2013 la 35 tridu lUpt khach. Nam 2014, kh^ch qud'c Id' de'n Viet Nam dat 7,9 trieu lifdt khach (Tdng cue Du lich, 2014).
Sif tang tru'dng cua nen kinh td' the' gidi ndi ehung va kinh td' Vidt Nam ndi rieng cung vdi siJ phat trie'n da dang cua cac loai hinh du lieh dang thu hiit cac nha dau td nifdc ngoai vao Viet Nam, nha't la ITnh vifc khach san. Cdng sua't thud phdng trung binh nam 2014 la 74%, khach san 3,4 sao lai
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dat 81%; nam 2015 chi dat 70% (SavdIs Viet Nam, 2015). Theo sd'lieu ti^Tong cue Dulich,TP.
HCM hien cd 19 khach san 5 sao, 26 khach san 4 sao, 79 khach san 3 sao. Dd'i vdi, khach san 1, 2 sao hau he't kinh doanh theo hd gia dinh, so lifdng nhan vien it, khach lifu trii thudng ngSn ban (tinh theo gid hoac chi ngii qua ddm) ndn va'n de tie'p thi npi bd khdng difpc danh gia eao. Dd'i vdi cac khach san tif 3 dd'n 5 sao, so' lifdng nhan vien Idn va dd dam bao chat lu'png dich vu eiing nhU gia tri mang dd'n eho khach hang, vS'n de tid'p thi npi bd difpc chu trpng hdn.
Chinh vi thd', nghien cu'u nay mud'n tim hieu lieu rang cd sif anh hu'dng cua Tid'p ihi ndi bg va Dinh hifdng thi tru'dng len Sif gan kd'l vdi to ehdc eua nhan vien trong nganh Khach san hay khdng?
Vi khach san la nganh dieh vu, san pham difpc san xua'l va cung eli'p eho khach hang ciing luc bdi nhan vien. Trong mang dieh vu, nhan vidn la ngu'di thifc hidn chid'n lifpc eua td chu'c, lifdng tae vdi khach hang, trifc tie'p cung cap eae dieh vu de'n khach hang.
2. Cdsof ly thuyd't va phifdng phap nghidn cu'u 2.1. Tiepthin^ibg (InternalMarketing) Tie'p thi ndi bd (Internal Marketing) la mdt khai nidm kha quen thupc vdi eac td chu'c, doanh nghidp trdn thd'gidi, dae biet la doanh nghiep djch vu. Tuy nhien, khai nidm nay van cdn mdi rae vdi cae doanh nghiep tai Viet Nam. Khai nidm lie'p thi npi bp bat nguon lif cac nghidn cu'u ve eha't lu'dng dich vu va cd ehd'cung c§'p dieh vu cua nhan vidn trong nhifng nam 1990 (Abzari va cdng sif, 2011). Tie'p thi ndi bd la thanh phan thie't yd'u va la dieu kien tien quyd't dd' thu'c hidn cac chid'n dieh tie'p thi ben ngoai eua bat ki to chu'c nao. Tie'p thi ndi bd phai difpc thu'c hien tru'dc tid'p thi bdn ngoai ne'u to chu'c mud'n thanh cdng Coper va Cronin (2000).
Foreman va Money (1990), cho tha'y tie'p thi ndi bp gdm 3 thanh phan cd ban la: (1) Phat trien (Development) - phai lara gi de phat trie'n nhan vidn; (2) Khen thifdng (Rewards) - phai lam gi de khen thifdng nhan vien va (3) Tam nhin (Vision) - tang cho nhan vien cai gi dd de hp tin lifdng vao nhaquan ly.
2.2. Dinh huSng thi trUdng (Market Orientation) Theo quan diem van hda, dinh hifdng thi trifdng difdc hid'u nhu" la van hda id chu'c, trong dd thi tru'dng, khach hang va dd'i thu eanh tranh tao thanh trung tam cua each lam vide cua cdng ty (Vazquez va cdng sir, 2001).
Ve mat khai niem hda, Narver va Slater (1990) de xua't dinh hudng thi tnfdng bao gom 3 thanh phan: (1) Dinh hUdng khach hang (Customer Orientation); (2) Dinh hUdng ddi Ihu eanh tranh (Competitor Orientation) va (3) Phd'i hpp cac ngudn luc cua td ehUe (Interfunctionai Coordination).
2.3. Sd gdn ket vdi to chvtc (Organizational Commitment)
Allen va Meyer (1990) cho rang, sU gan ke't cua nhan vidn vdi to chUc bao gdm sU gan ke't tinh cam (affective commitment), sU gan kd't mai mai (continuance commilraent) va sU gan ke'l chuan mUc (normative commilraent). Allen va Meyer giai thich 3 khia canh cua sU gan ket vdi td chu'c nhu sau: nhan vien gan bd tinh cam manh me vdi td ehUc, bdi vi hp mud'n, nhiJug ngUdi cd sU gan bd mai mai manh me bdi vi hp can va nhUng ngUdi cd sU gan kd't ehu£n raUemanhmevihp cam tha'y nen nhif vay. Ndi each khle, sU gan ke't tinh cam dUa Irdn mong mud'n vd'n cd cua nhan vien mud'n d lai vdi to chu'c, sU gan kd'l mai mai xua'l phat tU mdt trong hai Iy do la nhSn vidn thid'u lUa chon thay the' hoae nhUng khd khan ho se gap phai khi thay ddi td chiJc, sU gan ke't chuan mUc xua'l phat tU nguyen nhan la nhan vidn cam tha'y hp edn ed mdt sd'nghia vu vdi io ehUc.
2.4. Moi lien he giOa tie'p thi noi bo vd sii gdn ket vdi td chUc
Tid'p ihi ndi bd dUPc thUc hidn nham cho nhan vidn thay difpc rang nha quan ly quan tam de'n hp va nhu cau cua hp dupe dap u'ng. Viec ap dung thanh edng nhifng khai niem khie'n cho nhSn vidn cd thai dp tieh cUc hPn vdi cdng vide, bao gdm sU gan kd't vdi td chiJc eao hdn, tham gia cdng vide tich cUc, dong lUc lam vide va sU hai Idng cdng vide cao(Tansuhaj, 1991).
Theo Tansuhaj va cdng sif (1987), ddng life ehinh de' tie'p thi ndi bd thifc hidn la mud'n eho nhan vien tha'y nha quan ly quan tara de'n hp va nhu eau eiia hp dUpe dap u'ng. Khi dd, nhan vidn se tieh cUe vdi cdng vide cua hp, gan bd vdi td chUe hPn cung nhu sif hai long vdi cdng viec cao hPn.
2.5. Moi lien he giUa dinh hUdng thi tri&ng va Sli gdn ket vdi to chUc
Nghien eUu eua Jaworski va Kohli (1993) da eho tha'y dinh hudng thi trUdng la tien de eho sU gan ke't vdi id ehUe, chi ra sU tac ddng cua dinh hudng thi trUdng de'n sU gan ke't cua nhan vien la rat Idn.
Caruana va edng sU (1997) eiing chUng rainh dUPc miJe dd g5n ke'l vdi id chiJc manh me hdn khi id chiic cd sU dinh hUdng thi IrUdng nhieu bdn.
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c c c
2.6. M6 hinh nghien cihi Md hinh nghien cii'u de xuat dUa vao md hinh eua Abzari va cong sU (2011).
(Hinhl)
Cac gia thid't trong md hinh nghien cilu:
H,: Cae ye'u td cua Tie'p thi ndi bd va Dinh hUdng thi trudng ed anh hUdng dd'n sif gan ke't tinh cam.
H2: Cac yd'u td' cua Tie'p thi npi bg va Dinh hUdng thi trUdng cd anh hudng dd'n sUgan ke't mai mai.
H3: Cac ye'u td' cua Tie'p thi ndi bd va Dinh hUdng thi IrUdng cd anh hUdng dd'n sU gSn kd'l chuan mUc.
2.7. Phidfngphdp nghien ciiu Nghien cuXi tie'n hanh qua 2 giai doan.
- Nghien cdu dinh tinh bang each phdng va'n 8 nha quan ly khach san tii 3 de'n 5 sao lai TP. HCM.
- Nghien ciiu dinh lupng bang ban eau hdi dUPc gi^i qua email va phdng van true tiep cac nha quan ly cKp trung tai cac khach san 3 dd'n 5 sao lai TP.
HCM vdi thang do dUPc sii dung la thang do Likert 5 diem, vdi 1 la Hoan toan khdng dong y dd'n 5 la Hoan toan ddng y.
Trong dd, thang do nghien cii'u dUpe kd' tiii^a tif cac thang do cua eae tae gia trUdc. Sau do, lac gia hieu ehinh de' phti hdp vdi bd'i eanh Viet Nam. Cu the', thang do gan ke't vdi id chffe dUde kd' thifa tU thang do eua Allen va Meyer (1990); thang do tid'p thi ndi bp ciia Foreman va Money (1995); thang do dinh hudng thj IrUdng ciia Kohli va cdng sU. (1993).
3. Ket qua nghidn ctfu va thao luan ke't qua 3.1. Mo td mdu
Sd' lUPng ban cau hdi phat ra la 270, sd' ban cau hdi thu ve la 250 ban dat yeu cau, chid'm 93% day eung la ti le hdi dap. Trong 250 nha quan ly dUpc khao sat cd 226 nha quan ly lam viec lai khach san 3 sao chid'm ty le cao nha'l la 90,4%; cd 14 nha quan ly lara viec trong khach san 4 sao, chie'm 5,6% va ed 10 nha quan ly lam viec trong khach san 5 sao, chie'm 4%. Bang I irinh bay dae diem eua mau irong nghidn edu.
3.2. Kiem dinh thang do
Trong nghien ciiu nay, ciie thang do deu dam bao dp tin cay cho phep: Cronbach's Alpha deu Idn hdn 0,6; cae tUPng quan bid'n tdng Idn hdn 0,3. Cae bid'n nay deu phCi hpp cho phan tieh nhan to' kham
Hinh 1: Mo h/n/i nghien cOu de xuat
Phat trien Khen thudng (^ SU tao ihanh thdng tin ( S u phdi hdp thdng tin
Sir dap Lfng
SU gan ket tinh cam Si/gankl't '
m a i m a i , Su gan ket chuan myc .
Bang I . M o t a m a u
Qiditfnh
Q$tu6i
MClcdO tham nien
NS Nam 20-30 tuoi 31-40 tuoi 1-4 nam 5-10 nam 11 -15 nam
ryl?(%) 49,2 50,8 32,4 67,6 38,8 56,8 4,4
pha EFA vdi phUPng phap trich Principal Component, phep quay Varimax va didm difng trich cac yeu to Eigenvalues Idn hdn 1. Vdi gia tri KMO = 0,732, sig = 0,000<0,5; Eigenvalues la 1,23; tdng phUdng sai trich la 66,67% (>50%) ddi vdi cac bie'n dde lap va gia tri KMO = 0,806, sig = 0,000<0,5; Eigenvalues la 1,286; long phUdng sai trich la 61,64% (>50%) dd'i vdi eac bie'n phu thupc;
eac hd sd' tai nhan id deu Idn hdn 0,5; hieu sd tai nhan td giUa hai nhan td deu Idn hdn 0,3. NhU vay, cac thang do deu dat yeu eau ve gia tii hpi tu va phSnbidt.
Sau khi phan tich EFA, cd 38 bid'n dat yeu clu dupe nhdm thanh 9 nhan id dUa vao chay hdi quy.
Bang dudi dSy trinh bay ke't qua phSn tich hdi quy tuyen tinh da bid'n.
3.3. Ke't qud phdn tich hoi quy
Phan tich hdi quy trong nghidn cu\i nay vdi muc dich xac dinh mi?c dp anh hudng eua cac ye'u to cua Tid'p thi ndi bd va Dinh hUdng thi trUdng Idn sUgaD ke't vdi id chu'c. Kd't qua phan tich hdi quy dUpc the hien d Bang 2.
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Bang 2. Tom tat ket qud phan tich hoi quy tuyen tinh da bid'n
Cac yeu to
KiientilUcing Piiat trien R2 iiieu ciilnti Sig
Bien phu tlluoc SUgan Icet tinh cam
0.621 0,396 0,000
SUgan Icet mai mai 0,247 0,521 0,349 0,000
SugankSiclluanmuc
0,371 0,146 0,000
3.4. Thdo ludn ke't qud
Kd'l qua phan lich hdi quy d Bang 2 eho tha'y ede md hinh phSn tich ddu cd y nghia ve mat didng kd, vdi mUe y nghia 1% va R binh phUPng diiu cliinh d mile trung binh. Chi cd rad hinh xem xel cac yd'u td' Tid'p ihi ndi bd va Dmh hUdng thi trUdng vdi SU gan ke'l chuan mife cd R binh phUdng didu chinh hPi thap (14,6%) nhUng van chap nhSn dUpc vi muc dich cua bai bao la xem xet md'i quan hd giUa nhan td Tie'p thj ndi bp, Dinh hudng thi trUdng vdi SU gan kd't vdi td chilc.
TU ke'l qua d Bang 2 eho tha'y nhan to' Phat trie'n ed tae ddng dUdng dd'n SU gan ke't tinh cam, SU gan ke'l mai raai va SU gan ke'l chuin mUc;
Khen thUdng chi cd lac ddng dd'n SU gan ke'l mai mai.
Mdi quan he giita nhdn to Phdt trien vdi Su gdn ket vdi tS chdc
Nhan Id'phat trien cd anh hudng de'n ca 3 nhSn id cua sU gan ke'l vdi td ehiic la sU gan ke't tinh cam, sU gan kd't mai mai va sU gan kd't chuan rmic vdi he sd'beta chuan hda lanlUdlla 0,621; 0,521;
0,371. Trong qua trinh lam vide, nhan vien dUde dao tao dinh ky se nam bat cdng viec nhanh bdn, ho thda man vdi cdng vide dang lara nhidu bdn va cam tha'y khach san quan lam dd'n nhu cau phat trien nghd nghidp cua ban than, nen nhan vien se cam thay gan bd vdi id chiJc bdn.
Moi quan hi giUa nhdn td' Khen thudng vdi Six gdn ket mat mdi
NhSn id Khen tiiUdng ehi anh hUdng de'n SU gan kd'l mai mai vdi id chiJc vdi he sd' beta chuan hda la 0,247 va nd anh hudng khdng nhieu bang nhan td Phdl tiien (beta = 0,521). Khen tiiUdng la sif danh gia, cdng nhan th^nb tich ma nhan vien dat dupe thdng qua mdt sd hinh thde nhU bang
khen, giS'y khen, quan ly cdng nhSn thanh tich tiUdc lap the hay thUdng bang hien kim, tang lupng, Chinh vi dUdc cap trdn cdng nhan thanh tich khi lam viec Ihdng qua viec khen Ihudng ndn nhan vien se mud'n gan kd't mai mai va lau dai vdi khach san. Do dd, khi gan ket mai mai vdi khach san thi dT nhien la cd sU gan kd't tinh cam va gan kd'l ehuin mUc nen Nhan id khen thudng khdng lac ddng idn Su gan ke'l tinh cam va Su gan kd't chuan mUc tiong ke'l qua chay hdi quy.
Ngo^i ra, kd't qua hdi quy cdn cho tbd'y, nhan td Tam nhin va cae nhdn id' Dinh hUdng thi trUdng khdng cd anh hUdng dd'n Su gan bd vdi id ehiJc.
Dieu ndy ehUng td cac khach san tU 3 dd'n 5 sao tai TP. HGM truyen thdng tdt tam nhin cua khach san dd'n nhdn vien. Do dd, ttm nhin tid thanh va'n de cd ban va ndn lang ma mdi nhdn vidn can phai bid't. Cho nen, Tam nhin khdng cd anh hUdng dd'n SU gan kd'l vdi td chUc. Gdn cdc nhdn td cua Dinh hudng thi trUdng hau nhU de cap dd'n dinh hudng dd'i vdi nhu'ng yd'u Id' bdn ngodi khach san (khach hdng, dd'i thu canh tranh, mdi IrUdng kinh doanh), khdng do lUdng ve dinh hudng dd'i vdi ye'u Id' ben trong eua khach san (nhan vien). Vi vay, ede nhdn to' cua Dinh hUdng thi IrUdng ciing khdng anh hudng dd'n SU gan kd't vdi td chdc.
4. Ke't lu^n va ham y quan ly
Muc dich cua bai bao la tim md'i quan he giila Tid'p thi npi bd vd Dinh hUdng thi IrUdng vdi SU gan bd vdi id chUe. Tuy nhidn, ehi cd nhan Id' Phat trien cd dnh hUdng Idn nhd't dd'n ca 3 nhdn to cua Sif gan bd vdi id chdc Kd't qua nghidn ciJu nay lUdng ddng vdi kd't qua cua Abzari vd cdng sU (2011). Cho ndn, ede khdch san mud'n nhan vien gan bd Idu ddi vdi td ehUc thi phai quan tam dd'n va'n de ddo lao va phat irien nhdn vien. Vi nhan
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vidn du da cd kinh nghidm lam vide d eac khach san khac hay da lam vide lau nam trong id chu'c, hp deu can dUdc dao tao lien tue va phat trien Idu dai. Ngoai ra, trong qua trinh lara vide, eae nha quan ly khach san ndn cd quy trinh danh gia thanh lich lam vide ciia nhan vien mdt each rd rang de cd nhu'ng chinh sach khen thUdng kip thdi nham khuyd'n khich ngUdi lao ddng Idm vide lot hdn, vi nhan td'Khen thUdng trong nghidn cii'u nay cd anh hifdng dd'n Su gan ke't mai mai vditdchUe.
Tuy nhidn, kd'l qud hdi quy cua nghidn cii^i nay cho tbd'y cae yd'u td'cua Dinh hUdng thi trudng (Su tao thanh thdng tin, SU phd'i hdp thdng tin va SU
dap Ung) deu khdng cd anh hUdng dd'n yd'u to' SL(
gan kd't vdi td chUc. Kd't qua nay ngUdc vdi ke't qua cua cac tac gia trUde (Abzari va cdng sif, 2011; Caruana, va cdng sU, 1997).
Nhin chung, nghien cUu nay dUdc IhUc hidn ddi vdi cac nha quan ly cd'p trung cua khach san 3-5 sao tai TP. HCM nen tinh dai dien chUa eao.
Nghidn cu'u lie'p theo ndn md rdng pham vl nghidn cdu ra cae ea'p quan ly trong khach san, cae tinh thanh khac se dat ddpe linh khai quat cao hdn.
Tuy nhidn, bai bao eung phde hpa va kiem dinh md'i quan hd giUa cac nhan Id' Tie'p thi ndi bo, Dmh hudng thi IrUdng va Sugan ke't vdi td chdc •
TAI LIEU THAM KHAO:
1. Abzari, M., Ghorbani. H., & Madani. F.A. (2011). The Effect of Internal Marketing on Organizational Commitment from Market-Orientation Viewpoint in Hotel Industry in Iran. International Journal of Marketing Studies, 3,1.
2. Ahmed, P., Rafiq, M., & Saad. N. (2004). Internal Marketing and the mediating role of organizational competencies. European Journal of Marketing, 37(9), 1221-1241
3. Allen, N.J.. & Meyer, J.P. (1990). The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of Occupational Psychology, 63(4), 1-18.
4. Cooper, J, and Cronin, J.J. (2000). Internal Marketing: A Competitive Strategy for the Long-Term Care Industry.
Journal of Business Research, 48, 177-181.
5. Caruana, A.. Ramaseshan. B., & Ewing, M. T. (1997, July). Does a market orientation affect organizational commitment?. In Innovation-New Products, Processes and Techniques. Part II (pp. 815-7).
6. Erdil, S. (2010). The relationships between market orientation, firm innovativeness nd innovation performance.
Journal of Global Business and Technology, 13,132-141.
7. Foreman. S.K.. &. Money. AH. (1995). Internal Marketing: Concept. Measurement and Application. Journal of Marketing Management, 11 (7), 755.
8. Gremler, W.E.. Bitner, M.J., & Evans. K.R. (1994). the internal service encounter, international Journal of Service Industiy Management, 5(2), 34-56.
9. Jaworski, B J., & Kohli, A.K. (1993). Market orientatiomAntecedents and Consequences Journal of Marketing Research. 3. 123 -134.
10. Kohli, AK.. Jaworski. BJ., and Kumar A. (1993). A Measure of Market Orientation. Journal of Marketing Research. 30. 467-477.
11. Narver, J.C. & Slater. S. (1990). The Effect of a Market Orientation on Business Profitability, Journal of Marketing
12. Tansuhaj. P., Randall. D., and McCullough, J. (1991). Applying the internal marketing concept within large organizations: as applied to a Credit Union. Journal of Professional Services marketing. 6 (2), 193-202.
13. Tansuhaf P.. Wong. J. and McCullough, j . (1987). Internal and external marketing: Effect on Customer satisfaction in banks in Thailand. International Journal of Bank Marketing, 5 (3), 73-83.
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14. Vdzquez. R.. Maria, S.L.. and Luis, LA. (2001). Market orientation, innovation and competitive strategies in industrial firms. Journal of Strategic Marketing. 9, 69-90.
15. Savills Viel Nam. (2015). Nghien cdu thi trUdng khdch san. http://vn.savills com.vn/researclj/hotel-research.aspx 16. Tong cue Du lich. (2015). Ca sd litu trii du lich dd xe'p hang, http://www.viemamhotels.gov.vn/indexphp?
type=hotels&provinces=79&cat=03&typ=&name=&btnaction-T%C3%ACm
Ngay nhan bai: 1/10/2019
Ngay phan bidn danh gia va su'a chfTa: 11/10/2019 Ngay chap nhan dang bai: 21/10/2019
Thong tin ldc gid:
HANG LE CAM PHUCfNG
Khoa Quan ly cong nghidp - Trifdng Dai hpc Bach khoa TP. Ho Chi Mlnh
IMPACT OF INTERNAL MARKETING AND MARKET ORIENTATION ON ORGANIZATIONAL COMMITMENT
IN THE HOTEL INDUSTRY IN HO CHI MINH CITY
• HANG LE CAM PHUONG School of Industrial Management Ho Chi Minh City University of Technology
ABSTRACT:
This research explores the influence of internal marketing and the market orientation on organizational commitment of the hotel staff in Ho Chi Minh City. This research v^as conducted in two stages, including preliminary research and formal research stage. In particular, the research was conducted through a questionnaire survey for managers of three to five-star hotels in Ho Ghi Minh City. The research's regression analysis shove's that Development factor has a positive influence on Organizational Commitment while Continuance Commitment is impacted by Rewards factor. The elements of market orientation such as Information generation.
Information coordination, and Responsiveness have no influence on Organizational commitment.
Keywords: Interna! marketing, organizational commitment, market orientation, responsiveness, hotel industry, Vietnam.
S d 2 0 - T h 6 n g 11/2019 159
