Forum for People Performance Management and Measurement - Hotel Study Forum for People Performance Management and Measur | Page 2

The findings of the study represent a formal test of an internal
marketing model whereby management actions to influence
employee attitudes and behaviors can translate into customer
behavior and organizational performance.
This study is conducted under the auspices of the Forum for
People Performance Management and Measurement, an
organization that provides funding for research in understanding
motivation, employee engagement, and internal/external
alignment.
Research Purpose
This study presents the results of an Integrated Internal Marketing
(IIM) Model testing at a major hotel chain. The IIM Model is
designed to link employee and customer behaviors to financial
outcomes as shown below.
The expectation of the IIM Model are: 1) There is a direct
connection between employee and customer behaviors that can
be measured, monitored and managed; 2) A key measure of
employees’ value is their impact on the income flows from
customers; and 3) Employee and customer behaviors can be
linked and the financial value of change can be determined.
The essence of the IMM framework is:
• Identify a set of relevant customers – determine current
and potential future financial value
• Survey identified customers to determine internal
marketing issues and opportunities
• Relate and connect relevant employees to identified
customers and current behaviors
• Identify potential value of changing employee behaviors
which might impact customer behaviors