THE IMPORTANCE OF CUSTOMERS AND EMPLOYEES IN THE MUSLIM-FRIENDLY HOTELS: A REVIEW AND PROPOSED MODEL

Abstract

The purpose of this conceptual paper is an attempt to introduce the model which illustrates the internal marketing strategy. It based on a critical review of the literature for insights that integrate internal Muslim-friendly hotels (MFH) and provide customer satisfaction. The review suggests that scholars in the area of Islamic marketing should start working towards the internal environment of MFH, in addition to discussing the importance of customers without looking at the needs of internal MFH. This paper proposes a conceptual framework that involves service climate, service behavior, and customer satisfaction. The dyadic interaction between employees-customers in a service serves as a basis of the conceptual framework development. This paper also suggests a dyadic multilevel method to investigate these relationships.