The Interactive effect of Internal Marketing of Human Resources of and Organizational Agility on Hotel Service Quality: A Field Study

Abstract

The main objective of this study is to examine the interactive effect of Internal Marketing of Human Resources and Organizational Agility on Hotel Service Quality in Algeria. Data were collected from 450 employees working in hotel establishments in Algeria rated three stars or above, using a questionnaire administered through purposive non-probability sampling. The questionnaire covered four dimensions of Internal Marketing of Human Resources: Organizational Power, Organizational Fit, Development of Emotional Intelligence, and Functional Flexibility. Organizational Agility was measured through three dimensions: Sensing Agility, Decision-Making Agility, and Execution Agility, in addition to the dependent variable, Hotel Service Quality. The data were statistically analyzed using the Statistical Package for the Social Sciences (SPSS v.21). The results of multiple linear regression confirmed that each of the four dimensions of Internal Marketing of Human Resources and the three dimensions of Organizational Agility had a positive effect on Hotel Service Quality in Algeria. In addition, the results of stepwise linear regression produced a configuration that ranked these dimensions according to the magnitude of their positive effects. Sensing Agility and Development of Emotional Intelligence ranked highest, whereas Organizational Fit and Organizational Power ranked lowest. Within this positive interaction, Decision-Making Agility was excluded because it did not contribute to improving Hotel Service Quality. Several recommendations and directions for future research were subsequently proposed in relation to the subject of the study.