Boosting employee job satisfaction through internal marketing: A study of star category hotels in Jimma Cover

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Boosting employee job satisfaction through internal marketing: A study of star category hotels in Jimma

European Journal of Tourism, Hospitality and Recreation

Volume 15 (2025): Issue 2 (December 2025)

By: Demeke Kibru , Biniyam Alemu and Sukarn Sharma

Open Access

|Dec 2025

Figures & Tables

Pearson Correlation coefficients (n=180)

	EM	T&D	MO	CO	PR	EJS
EM	1
T&D	.428**	1
MO	.365**	.449**	1
CO	.335**	.384**	.489**	1
PR	.601**	.475**	.423**	.435**	1
EJS	.543**	.654**	.687**	.695**	.606**	1

Regression Coefficients Analysis

Model		Unstandardised Coefficients		Standardized Coefficients	t	Sig.
Model		B	Std. Error	Beta	t	Sig.
1	(Constant)	-.219	.174		-1.257	.210
	Empowerment	.113	.042	.127	2.707	.007
	Training and development	.260	.042	.275	6.159	.000
	Motivation	.260	.040	.295	6.559	.000
	Internal Communication	.292	.037	.349	7.926	.000
	Pay and reward	.128	.052	.122	2.455	.015

Analysis of Hypothesis

Hypothesis	Regression Weights	B	t	p-value	Results
H1	EM-EJS	.113	2.707	.007	Accepted
H2	TD-EJS	.260	6.159	.000	Accepted
H3	MO-EJS	.260	6.559	.000	Accepted
H4	IC-EJS	.292	7.926	.000	Accepted
H5	PR-EJS	.128	2.455	.015	Accepted

Reliability Statistics

Variables	Cronbach’s Alpha	No of Items
Empowerment	.740	4
Training	.774	6
Motivation	.878	5
Internal Communication	.882	5
Pay and reward	.843	9
Job satisfaction	.858	9

Summary of Descriptive Statistics for Independent Variables (N=180)

Descriptive Statistics	Mean	Std. Deviation
Employee Empowerment	3.79	1.54
Training and development	3.67	1.58
Motivation	3.72	1.42
Internal Communication	3.77	1.49
Pay and reward	3.76	1.47

The Analysis of Variance

ANOVA^a
Model		Sum of Squares	Df	Mean Square	F	Sig.
1	Regression	145.150	5	29.030	115.218	.000^b
	Residual	43.840	174	.252
	Total	188.990	179

Proportionate stratified sample size of respondents

No	Branch	Population size	Sample size
1	Central hotel	45	45/353*100 =12.7, then 12.7% 188 = 24
2	Awetu grand hotel	40	40/353*100 =11.33, then 11.33% 188 = 21
3	Honey land hotel	35	35/353*100 =9.92, then 9.92% 188 = 19
4	SYF hotel	40	40/353*100 =11.33, then 11.33% 188 = 21
5	Rebeca hotel	52	52/353*100 =14.73, then 14.73% 188 = 27
6	Bony hotel	39	39/353*100 =11.05, then 11.05% 188 = 21
7	Dololo hotel	67	393/353*100 =18.98, then 18.98% 188 = 36
8	Lalo hotel	35	11/353*100 =9.92, then 9.92% 188 = 19
Total		353	188

Model Summary

Model	R	R Square	Adjusted R Square	Std. Error of the Estimate
1	.876^a	.768	.761	.50195

Response Rate of Respondents

Description	Respondents
Questionnaire distributed	188
Questionnaire returned	180
Response rate (%)	95.74

DOI: https://doi.org/10.2478/ejthr-2025-0023 | Journal eISSN: 2182-4924 | Journal ISSN: 2182-4916

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Language: English

Page range: 328 - 340

Submitted on: Feb 2, 2025

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Accepted on: May 13, 2025

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Published on: Dec 31, 2025

Published by: Polytechnic Institute of Leiria

In partnership with: Paradigm Publishing Services

Publication frequency: 2 issues per year

Keywords:

Internal Marketing,

Job Satisfaction,

and Pay and Reward

Related subjects:

Business and economics,

Business management,

Business management, other,

Tourism, hospitality, travel,

Event industry, leisure industry,

Sports and recreation,

Sports and recreation, other

© 2025 Demeke Kibru, Biniyam Alemu, Sukarn Sharma, published by Polytechnic Institute of Leiria
This work is licensed under the Creative Commons Attribution 4.0 License.

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