Prioritization of internal marketing practices according to their influence on employee satisfaction by comparing IPA and AIPA
INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT, vol.122, no.4, pp.1-12, 2024 (SSCI, Scopus)
- Publication Type: Article / Article
- Volume: 122 Issue: 4
- Publication Date: 2024
- Doi Number: 10.1016/j.ijhm.2024.103821
- Journal Name: INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT
- Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, CAB Abstracts, Hospitality & Tourism Complete, Hospitality & Tourism Index, Psycinfo, Veterinary Science Database
- Page Numbers: pp.1-12
- Süleyman Demirel University Affiliated: Yes
Abstract
As employee satisfaction (ES) plays a critical role in the success of hospitality businesses, the factors influencing
ES have been extensively investigated in the literature. However, considering the enterprises’ limited resources,
it becomes crucial to allocate these resources based on the priority of factors in order to enhance ES. ImportancePerformance Analysis (IPA) and Asymmetric Impact-Performance Analysis (AIPA) are the quantitative techniques used by scholars in the prioritization of attributes. Therefore, this study aimed to examine employees’
perceptions of various internal marketing (IM) practices and the influence of each practice on ES by comparing
IPA and AIPA. The analysis results of both techniques revealed different results from each other based on a
sample of 764 hotel employees in Antalya. A comparison of the two approaches’ results suggests that AIPA is
more efficient than IPA in achieving higher ES.