The Relationship Between Internal Marketing Dimensions and Brand Loyalty: An Analytical Study at the Palestine International Hotel in Baghdad

Abstract

This research aims to analyze the relationship between internal marketing dimensions and brand loyalty in the hotel sector through an applied study at the Palestine International Hotel in Baghdad. The research problem stems from a primary question: What is the nature of the relationship between internal marketing dimensions and the level of brand loyalty among hotel employees? The importance of this research lies in highlighting the role of implementing internal marketing practices as a strategic tool for enhancing brand belonging and loyalty not only among customers but also among employees themselves. The research relied on the descriptive analytical approach, and data were collected using a questionnaire prepared for this purpose and distributed to a random sample of 68 employees from various levels and workers in the hotel. The data was analyzed using a set of appropriate statistical methods using the SPSS V.26 statistical program to verify the validity of the hypotheses. The results revealed a significant correlation and influence between the dimensions of internal marketing (marketing information dissemination, internal marketing training, incentives, service culture) and brand loyalty. This confirms that improving the internal work environment and addressing employee needs contributes to raising their level of commitment and support for the brand's image and reputation. The study recommended adopting comprehensive and sustainable internal marketing strategies to enhance hotel loyalty and competitiveness in the market.