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Zhou, Yuanyuan (2017) Explore and Evaluate the Internal Marketing Strategy of Haidilao. [Dissertation (University of Nottingham only)]

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Abstract

In the last several decades, the relationship between internal marketing and service quality has triggered a significant attention and interest among researchers. There is an increasing number of scholars and practitioners having been aware of the importance of internal marketing. To be specific, it has been recognized that current market players are working on elevating the overall customer experiences via more motivated and creative employees. Haidilao, a very successful Chinese hot pot chain restaurant, becomes a triumphant pioneer of motivating and enabling employee through a unique internal marketing strategy. This paper will mainly focus on the rationale behind Haidilao’s success, and how different their services are compared with their competitors. Most importantly, how they capitalize on internal marketing strategy to fully enable and motivate employees, and what kind of inspirations other market players can learn from their success.

With the aim of rigorously exploring and investigating the research questions, a theoretical framework of the research logic was developed based on related literatures to facilitate the researcher to conduct the research, aiming to explore some exact aspects of Haidilao’s internal marketing strategy and investigate the relationship between the strategy and the external outcomes, including employee behavior and perceived service quality. Due to the intangible nature of the research objective and subject, a combined approach of qualitative research methods was utilized to collect data.

the main purpose of this paper is to take a deep look at exceptional employee service triggered by internal marketing at Haidilao, aiming to uncover its special aspects and most importantly, to discover its empirical inspiration to the other marketers in catering industry. Nowadays, it is exceedingly difficult to stand out from a particular industry, especially those labor-intensive industries where the main competitiveness is ‘‘people’’. However, Haidilao succeed in distinguishing itself from its competitor due to motivated employees and supreme service. Undeniably, figuring out the rationale behind Haidilao’s successful internal marketing strategy can be of imperative importance for other market players to get an idea regarding how to optimize human resources and enhance customer satisfaction. Overall, the research findings of this paper correspond with previous academic studies in the field of internal marketing. But on the strength of the specific research subject (Haidilao), a deeper insight regarding the importance of employee empowerment and employee satisfaction is clarified for other service markers to develop their business.

Item Type:	Dissertation (University of Nottingham only)
Depositing User:	Zhou, Yuanyuan
Date Deposited:	12 Apr 2018 09:01
Last Modified:	16 Apr 2018 13:55
URI:	https://eprints.nottingham.ac.uk/id/eprint/45380

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