Internal Marketing Practices and Marketing Innovation of Selected Hotels in Lagos State, Nigeria

The increasing significance of service within the contemporary business landscape has 
considerably influenced economies across the globe. Particularly, the hotel industry is rapidly 
asserting itself as a key contributor to Gross Domestic Product (GDP), driven by advancements in 
innovation, technology, and service paradigms. This evolution has notably affected customers' 
decisions regarding the repetition of services provided by hotels. The primary objective of this 
study is to investigate the effects of internal marketing practices on marketing innovation. A mixed-method approach was employed, incorporating both structured questionnaires and semi-structured 
interviews. A total of 541 questionnaires were distributed among customer-contact employees and 
managers in eight hotels located in Lagos State, Nigeria. Concurrently, 28 managers involved in 
service encounters were interviewed to provide additional insights. To select the participants, 
multiple sampling techniques, including stratified and purposive sampling, were utilized. The data 
were analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) for 
quantitative results, and Thematic Analysis for qualitative insights. The quantitative findings 
indicate that internal marketing possesses a statistically significant effect on marketing innovation 
(β= 0.566, t= 16.241, P-value= 0.00). The qualitative findings revealed a principal theme centered 
around employee management. Based on these findings, the study recommends that policymakers 
establish regulations to aid hotel management in fostering long-term employee retention. 
Additionally, it is advisable for hotel management to invest in the training, development, and 
orientation of customer-contact employees to equip them with essential knowledge and skills.