Work

Effects of Internal Marketing on Turnover Intention of Frontline Employees in the Travel and Tour Agencies in Sabah

Year: 2018

Type: article

Abstract: Travel industry notably the tour agencies as a whole should strengthen its internal marketing practices to ensure frontline employees establish customer service experience.There has been an increasing recognition by researchers globally on the importance of internal marketing in the service industry.Past literatures suggested internal marketing had negative relationship with employee turnover but there is still paucity of studies particularly on the travel and tour agencies.This paper examines the effects of internal marketing on turnover intention among frontline employees in the tour agencies in Sabah.Methodology entails employee survey on tour agencies selected from MATTA Sabah chapter.Analysis using PLS-SEM showed that internal marketing factors had significant negative effect on employee turnover intention.Findings had implications on tour companies' strategies to manage turnover of frontline employees.

Source: The Turkish Online Journal of Design Art and Communication

DOI: 10.7456/1080sse/103

Authors: A. Nointin, C. T. B. Chui

Institutions: Universiti Teknologi MARA, Universiti Teknologi MARA System

Language: English

Topic: Employee Performance and Management

Subfield: Human Factors and Ergonomics

Field: Social Sciences

Domain: Social Sciences

SDG: Decent work and economic growth

Open Access status: gold

Estimated APC paid: $39