ABSTRACT
Introduction A defining characteristic of service industries is the crucial role played by employees during the service encounter with customers. It is the behavior of customer-contact employees that creates impressions of high service quality. Furthermore, they are the personification of the brand – a key role in the competitive markets of the hospitality industry. Although recruiting, training and rewarding employees is a human resource management function, marketers need to understand employment strategies to ensure that the brand values and standards are delivered. At the same time, the human resource managers have increasingly adopted marketing strategies in their approach to the labor market. This type of human resource management strategy is called internal marketing.
