Mr Klara Đurović

University Mediterranean, Montenegro


The goal of this research is to establish the impact of communication as an internal marketing tool on job satisfaction in the hotel industry of Montenegro. The sample in this research is random and consists of 61 respondents, ie employees, in the hotel sector, who live and work in all three regions of Montenegro. The data collection technique, which was used in this research, is a questionnaire that contains socio-demographic questions as well as questions related to the quality of communication, questions related to material and non-material rewards as well as a scale that measures the level of job satisfaction.

The research indicated that the quality of internal communication, as an instrument of internal marketing, does not significantly affect job satisfaction in the hotel industry, Montenegro. Also, this research indicated that job satisfaction is related to receiving material rewards, as well as that the size of the salary is related to job satisfaction, among employees in the hotel industry, in Montenegro.

  Keywords: sample, internal communication, hotel indistry, job satisfaction, material rewards, monthly compensation.


With numerous contributions and the development of science and technology, there was a need to improve the business of companies in order to be competitive on the market.[1] Therefore, internal marketing is starting to develop as one of the ways in the fight for the competitive advantage of companies within companies.[2] This work was created as a result of the previous work and interest of the author in the field of internal marketing. In addition to being a current topic, internal marketing has an undeniably important role in organizations, and it also has the possibility of additional development. The aim of this paper is to examine the impact of communication as an internal marketing tool on the satisfaction of employees in the hotel industry, that is, whether internal communication significantly affects the level of job satisfaction among employees in the hotel industry in Montenegro. The purpose of writing the paper and research is to gain insight into the quality of communication in the hotel industry in order to improve it. If the staff is not satisfied with their work, they will transfer their dissatisfaction to the users, i.e. to the consumers, and the work tasks committed by the employees will not be fulfilled. There are two opposite extremes that arise as a problem of internal communication, namely a lack of information and too much information, which also represents a research problem as well as the fact that the dissatisfaction felt by employees is transferred to consumers. The structure of the work follows the funnel method; from general to more detailed. In the first part of the paper, the goal and subject of the research are presented, as well as the explanation of the content of the paper. In the first part of the paper, the author refers to previous research and theories related to the topic of this paper. The second part of the paper refers to the methodology, that is, it describes the questionnaire technique and the sample that makes up the research. Based on the processing and analysis of the results of this research, it is possible to understand internal communication from the aspect of employee satisfaction in the hotel sector, in all three regions of Montenegro. The main hypothesis, which directs the research, is that good internal communication, as an instrument of internal marketing, significantly affects employee satisfaction in the hotel industry in Montenegro. After testing the hypothesis/s, the implications of the research follow. The third part of the paper deals with the perspectives of the application of internal communication in achieving employee satisfaction in the hotel industry. Then, the most significant conclusions of the research are presented. After the conclusion, the relevant literature that was used to write the paper itself was presented.

  1. The role of internal marketing in the satisfaction of employees in the hotel industry

1.1 The concept of internal marketing

Internal marketing is defined as part of the holistic management of many functions in the company.[3] Employees at all levels are ensured to understand and experience the company’s operations and all activities that encourage awareness of the importance of consumers. All employees are motivated and prepared for customer-oriented behavior. Internal marketing is a philosophy that focuses on and coordinates activities, including both internal and external relations, a network of interaction and cooperation – examining all activities used to satisfy consumer needs. The primary goal of internal marketing is that through employee job satisfaction and their commitment to the organization, they contribute to better performance, which positively affects the quality of the organization’s services, which leads to consumer/client satisfaction. In order to achieve the stated goal, it is necessary for internal marketing to be moderated by quality two-way communication between employees and management. One of the key tasks of a manager is certainly encouraging employee loyalty and their effective retention.[4]

1.2 Elements of the internal marketing mix

The basic tool of company management, in the process of satisfying or motivating employees, and in order to achieve the best possible quality of service, consists of elements of the marketing mix, namely: strategic rewards, internal communication, internal coordination, education and training of employees, organizational structure, senior management, physical environment, selection of future employees, motivation system, strengthening, process changes.[5]Each of the mentioned elements of internal marketing is subject to control, and is also related to the performance of the organization. However, it is necessary to apply them correctly so that the desired results are not missing. Market orientation and employee satisfaction are also presented as instruments that mediate between the internal marketing mix and organizational performance.[6]Although the focus of internal marketing is on relationships within the company, or in this case the hotel industry, it is impossible to observe it in isolation from the external environment, because external factors affect the internal environment.[7] The internal marketing mix implies a combination of certain elements that are used to achieve organizational goals and satisfy the needs and desires of customers. The product of the internal marketing mix consists of: jobs, the environment in which the jobs take place the authority, rights and responsibilities of the employee, the resources that the employees have at their disposal, shaping processes within the organization, operational aspects.[8]

Volume 9, No.1 (2024): April

ISSN 2661-2666 (Online) International Scientific Journal Monte (ISJM)
ISSN 2661-264X (Print)

DOI : 10.33807/monte.20243107


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