The Mediating Role of The Job Competencies Map in Determining the Relationship Between Internal Marketing and Creative Behavior of Employees: Applying to Some Five-Star Hotels

El Sayed Shehata, Ali; Fayyad, Sameh

doi:10.21608/jaauth.2021.40581.1066

The Mediating Role of The Job Competencies Map in Determining the Relationship Between Internal Marketing and Creative Behavior of Employees: Applying to Some Five-Star Hotels

Document Type : Original Article

Authors

Ali El Sayed Shehata ¹^{, 2}
Sameh Fayyad ³

¹ Hotels studies department, faculty of tourism and hotels, Suez Canal University

² College of Business Administration, Shaqra University, KSA.

³ Hotels Studies Department, Faculty of Tourism and Hotels, Suez Canal University

10.21608/jaauth.2021.40581.1066

Abstract

This study aims to determine the role of job competencies as a mediating variable in improving the relationship between internal marketing practices as an independent variable and the creative behavior of workers as a dependent variable of the study. The research was applied to a random sample of managers and supervisors in the following departments (human resources; training; public relations; front offices; food and beverages; sales). In five-star hotels and resorts in Cairo and Sharm el-Sheikh. A questionnaire form was used to collect the research data. Data were analyzed using the statistical program Smart (PLS3) version (V.3.2.7). The study reached some results, the most important of which is the positive impact of hotels' pursuit of the internal marketing strategy, as the success of applying internal marketing mechanisms in improving job competencies will have a great and strong influence on developing the creative behavior of hotel workers. The study recommends that hotel administrations should implement internal marketing programs that are concerned with identifying the job competencies required in the human resources and working to develop them continuously while motivating employees to present creative ideas and creative performance at work.

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