Impact of Internal Marketing on Operational Performance: An Empirical Study in Low Cost Carrier Industry

AbstractThis study is conducted in an airline industry setting. The purpose of this paper is to examine the link between internal marketing and operational performance. Two hundred nine set of questionnaires that are usable for the analysis. The results show that training and development, senior leadership and empowerment were significantly associated with operational performance. Thus, there was no evidence where strategic reward and internal communication work well on operational performance. The paper's results indicate that low cost carrier managers should pay attention to upgrade employees’ knowledge in regular basis as it is a market requirement, especially in the use of labour-saving technology to maintain competitiveness