ABSTRACT
This chapter starts by examining the concept of internal marketing and its dimensions. It then draws a link between the concept of internal marketing concept and the service-profit-chain model, suggesting that internal marketing is the starting point of internal service quality. The importance of internal marketing to hospitality organizations is discussed from both theoretical and practical perspectives. Two case studies are included in the discussion. This chapter concludes by establishing measurements for internal marketing, with the aim of assisting students and researchers who want to further explore research related to internal marketing.
