IMPROVING PERFORMANCE BY HARMONIOUS CULTURE APPROACH IN INTERNAL MARKETING

Internal marketing, consisting of employee rewards, recruitment process, internal communication, employee empowerment, and employees training, is still in debates in the previous researches. This research aims to test the five components of internal marketing in the perspective of harmonious culture. The research is different to the previous researches that are oriented to the formal regulations of the company. The research is conducted in two stages. First, qualitatively through a harmonious cultural approach on internal marketing and followed by a quantitative test through multiple regression analysis to find out the relationship to the performance. Respondent target in the research is all hotel managers and it is started with debt interview to see the implementation of harmonious culture. The study result indicates that harmonious culture is not completely implemented in the internal marketing. Recruitment process and internal communication give a significant contribution in the development of hotel performance. Collaboration between culture and employee rewards, recruitment process, internal communication, employee empowerment, and employees training is a new thing in developing the company's internal strengths to create better performance. Hotel managers, in fulfilling the customer expectations, could use internal marketing that is packed in harmonious culture by emphasizing the harmonious relationship between employees, work place, and the spiritual values or beliefs of the employee.