Internal Management

Service industry is important in modern society. In service marketing, the marketing objects include external and internal guests. The satisfaction of internal guests will influence the companies. The concept of Forte Hotel in Changhua was to bring five-star service spirit to general trade caravan, to drive sightseeing of vicinity, to meet the demands of nearby industry and commerce, and to create local employments.

Internal management was classified into four categories:

1. Talent management

To put the right people in the proper place and make use of the maximum benefit, Forte Hotel was active in talent management.

To improve external competition and internal quality, Forte Hotel arranged refresh courses for staffs of different classes to improve professionalism and develop their skills.


Figure 1 Routine meeting
source: offered by Forte Hotel Changhua


Figure 2 Routine meeting
source: offered by Forte Hotel Changhua

2. Financial management

Operators must strictly manage and control money of the hotel and the using of goods and materials. Operators should report the profit and loss of every department. If the revenue didn't reach the goal of that month, or there were flaws in equipment check, they would find the reason.

To make a good plan of the latter part of the year, the manager of every department would see the reports of past three months to six months to estimate future market trend. They would also see the reports of past six months to a year to avoid follow the same old disastrous road or to adjust the good activities and hold a new one for the maximum benefit.

3. Information management

Managers must know the internal and external information, so they have become information flow center. At the same time, they should hold the right information to grasp the market opportunities. The biggest boss of hotel industry is guests. Therefore, Forte Hotel set up files for the checked-in guests to provide a reference for their next registration. For some contributing companies, Forte Hotel set up group files and proposed schemes for their reference.

4. Security management

For the sake of the security and comfort of customers, every corner of Forte Hotel is equipped with security facilities, such as elevator, corners, and kitchen. Customers can only access their floor with their access card. Forte Hotel regularly conducts fire safety inspection. All ingredients are subjected to food safety checks before they are sent to the kitchen. The food sent out from the kitchen will be handled safely by the chefs before presenting to customers.


Figure 3 Safety Facilities
source: shot by our team


Figure 4 Safety Facilities
source: shot by our team


Figure 5 Safety Facilities
source: shot by our team


Figure 6 Safety Facilities
source: shot by our team


If one can balance among "internal marketing", "external marketing", and "interactive marketing" while operating a business, he will have outcome which satisfies the "business", "service staffs", and "customers". Internal marketing is the first step. Happy staffs can receive customers with a good mood. The customers, in turn, affected by the good mood, will introduce the hotel to their friends and family. The word of mouth of a hotel is its best ads.


  1. The sources of hotel examples were from interviews.
  2. Johnny Lin(2006)Bible of the service industry.Taipei: Yifu Culture
  3. Huang, Y.S. and Chi, T.C. (2004). A Study of the Relationships among Internal Marketing, Business Culture, Job Satisfaction and Operating Performance in the Service Industry: The Case of International Tourist Hotels in Taiwan. Management and System, 11(4), 485-507
  4. MBAlib-Internal Marketing