THE MODERATING ROLE OF INTERNAL MARKETING ON THE RELATIONSHIP BETWEEN ORGANIZATIONAL TRUST AND JOB ENGAGEMENT: EVIDENCE FROM HOTELS AND TRAVEL AGENCIES

Abstract

Employees play a crucial role in service firms, significantly influencing performance and value creation. Success in this regard depends on the efficient management of human resources as internal consumers. Therefore, this study examines the influence of organizational trust (OT) on job engagement (JE) and explores the moderating role of internal marketing (IM) on the relationship between organizational trust and job engagement. The study model was formulated and tested using data from 448 full-time employees in five-star hotels and category-A travel agencies in Egypt, specifically, in the Greater Cairo area. Findings revealed that OT positively impacts JE. IM positively impacts OT and JE. In addition, IM has a positive moderating impact on the relationship between OT and JE.

Keywords

• organizational trust
• job engagement
• internal marketing
• five-star hotels
• category-a travel agencies