Internal Marketing Impact On External Service Quality In Semeru Pine Forest (Spf) Tourist Atraction
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 7
Abstract
The purpose of this study is to find out the magnitude of the influence of internal marketing to improve the external service quality (ESQ).This study collect data from144 respondents, which were used for analysis. The respondents were randomly selected to answer the questionnaire. The test used for the analysis is independent t-test and simple regression analysis. the result of regression statistic analysis shows that internal marketing has positive and significant effect on external service quality, meaning that if internal marketing (leadership, consultative, motivation, work unit, communication, and training) increases by one unit it will cause external service quality increase by 69.4%, and otherwise, the decline in internal marketing of one unit will lead to the decrease ofExternalServiceQuality. From the six factors of Internal Marketing (leadership, consultative, motivation, work standard, communication, and training) that reflect the success of marketing activities at Semeru Pine Forest (SPF) Tourism Attraction, the one which has the highest frequency is Sharing Communication. From the success of ExternalServiceQuality (reliability, Responsiveness, Assurance, Empathy, tangibles) at Semeru Pine Forest (SPF)Tourism Attraction, the one which has the highest frequency in ExternalServiceQuality is Responsivenessfactor.
Authors and Affiliations
Mochammad Nafi, Bambang Supriadi, Nanny Roedjinandari
Keywords
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- EP ID EP412083
- DOI 10.9790/487X-2007016672.
- Views 41
- Downloads 0
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