THE EFFECTS OF INTERNAL MARKETING ON ORGANIZATIONAL TRUST: A RESEARCH IN HOTEL INDUSTRY

The aim of this study is to determine how internal marketing would affect trust in the organization and trust in the executive dimensions of organizational trust. The study population consists of employees working in hotels operating in the town of Kuşadası in the province of Aydın, one of the oldest touristic regions of Turkey. For this purpose, a survey application was carried out on 148 employees of 7 hotels in total. The acquired survey data was evaluated via confirmatory factor analyses, reliability analyses, correlation analyses and regression analyses. According to the findings obtained from the research, internal marketing affects trust in the manager and trust in the organization positively. Despite some limitations, the research findings are considered to present some important assistance to the managers, employees and researchers.