Applying Grey Relational Analysis to Evaluate Internal Marketing Practice: A Cross-Cultural Case Study in Taiwan and Mainland China Hotels

Abstract

The need for real enhancement of capabilities of an organization to provide various valuable services for customers, as fundamental to competitive advantage, has become a significant issue. This paper aims to consider employee satisfaction by collecting in Taiwan and mainland China hotel industry. It is conducted by referring to the grey relative analysis method to examine what demands employee expects and requires. The findings indicated that employees in both countries have similar requirements for internal marketing regarding personal demographics, although they are under different growing backgrounds and environments. The findings also have implications for the manager in the services organization.