Abstract:
The aim of the study is to research the effects of factors of
internal marketing on components of organizational commitment in four
and five star hotels in Cappadocia (Nevsehir). The questionnaire
prepared for this purpose was applied on the hotel employees. The data
were analyzed through factor analysis and regression analysis. The
findings of the research show that communication, rewards and
cooperation-integration factors were significant predictors of
affective commitment, and cooperation-integration, communication,
rewards and motivation policies had a significant positive effect on
normative commitment. Also, it can be said that motivation factor has
a positive effect on continuance commitment. According to research
findings, it is advised that managers should use internal
communication methods efficiently as strategic tool to strengthen
affective and normative commitment among employees.
