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Internal Branding in Hotels: Interaction Effects of Employee Engagement, Workplace Friendship, and Organizational Citizenship Behavior

Author

Listed:
  • Hazem Ahmed Khairy

    (Department of Hotel Management, Faculty of Tourism and Hotels, University of Sadat City, Sadat City 32897, Egypt)

  • Mohamed Fathy Agina

    (Hotel Management Department, Higher Institute for Specific Studies, Heliopolis, Cairo 11771, Egypt)

  • Nadir Aliane

    (Management Department, College of Business Administration, King Faisal University, Hofuf 31982, Saudi Arabia)

  • Mohammed Ezzat Hashad

    (Department of Hotel Management, Faculty of Tourism and Hotels, University of Sadat City, Sadat City 32897, Egypt)

Abstract

This study aimed to investigate three variables that may interact with internal branding (IB) in the hotel context: employee engagement (EE), workplace friendship (WF), and organizational citizenship behavior (OCB). This study adopted a survey methodology. 385 valid responses were collected from employees of 20 five-star chain hotels located in the Greater Cairo region of Egypt. The data were analyzed using PLS-SEM. The results demonstrated that there is a significant relationship between OCB and WF with EE, in addition to OCB, EE, and WF with IB. The mediating role of EE between OCB and IB, besides the moderating role of WF on the relationship between OCB and EE, was also determined. Contrary to the hypothesized model, results showed an insignificant relationship between WF and IB. This study provides a theoretical contribution to deepen the understanding of the internal branding concept in the context of the hotel industry. Practically, this research may be helpful for hotel enterprises in engendering and sustaining effective internal branding practices, which, in turn, could establish new links between internal and external hotel customers. Study limitations and potential directions for further research were also presented.

Suggested Citation

  • Hazem Ahmed Khairy & Mohamed Fathy Agina & Nadir Aliane & Mohammed Ezzat Hashad, 2023. "Internal Branding in Hotels: Interaction Effects of Employee Engagement, Workplace Friendship, and Organizational Citizenship Behavior," Sustainability, MDPI, vol. 15(5), pages 1-16, March.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:5:p:4530-:d:1086521
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    References listed on IDEAS

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    Cited by:

    1. Mohamed Fathy Agina & Hazem Ahmed Khairy & Mohamed A. Abdel Fatah & Youssef H. Manaa & Rabab M. Abdallah & Nadir Aliane & Jehad Afaneh & Bassam Samir Al-Romeedy, 2023. "Distributive Injustice and Work Disengagement in the Tourism and Hospitality Industry: Mediating Roles of the Workplace Negative Gossip and Organizational Cynicism," Sustainability, MDPI, vol. 15(20), pages 1-24, October.
    2. Feng-Hua Yang & Fang-Jie Shiu, 2023. "Evaluating the Impact of Workplace Friendship on Social Loafing in Long-Term Care Institutions: An Empirical Study," Sustainability, MDPI, vol. 15(10), pages 1-22, May.
    3. Hazem Ahmed Khairy & Mohamed Ahmed & Arwa Asiri & Foziah Gazzawe & Mohamed A. Abdel Fatah & Naim Ahmad & Ayman Qahmash & Mohamed Fathy Agina, 2024. "Catalyzing Green Work Engagement in Hotel Businesses: Leveraging Artificial Intelligence," Sustainability, MDPI, vol. 16(16), pages 1-17, August.
    4. Hazem Ahmed Khairy & Sijun Liu & Samar Sheikhelsouk & Ahmed M. EI-Sherbeeny & Omar Alsetoohy & Bassam Samir Al-Romeedy, 2023. "The Effect of Benevolent Leadership on Job Engagement through Psychological Safety and Workplace Friendship Prevalence in the Tourism and Hospitality Industry," Sustainability, MDPI, vol. 15(17), pages 1-22, September.

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