EFFECTS OF INTERNAL MARKETING ON TURNOVER INTENTION OF FRONTLINE EMPLOYEES IN THE TRAVEL AND TOUR AGENCIES IN SABAH

Abstract

Travel industry notably the tour agencies as a whole should strengthen its internal marketing practices to ensure frontline employees establish customer service experience.There has been an increasing recognition by researchers globally on the importance of internal marketing in the service industry.Past literatures suggested internal marketing had negative relationship with employee turnover but there is still paucity of studies particularly on the travel and tour agencies.This paper examines the effects of internal marketing on turnover intention among frontline employees in the tour agencies in Sabah.Methodology entails employee survey on tour agencies selected from MATTA Sabah chapter.Analysis using PLS-SEM showed that internal marketing factors had significant negative effect on employee turnover intention.Findings had implications on tour companies' strategies to manage turnover of frontline employees.

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