Investigating the Influence of Internal Marketing on Employees' Job Performance Mediated by Knowledge-sharing and The Moderating Role of Communication: A Case Study of Mashhad’s Four and Five-Star Hotels

Today's social community pays great attention to human resources. In other words, the performance of employees in the service sector, especially the tourism industry, is becoming increasingly important. On the other hand, tourism industry employees contribute significantly to creating a competitive advantage, with organizations with better-performing employees experiencing better business growth. Therefore, this study sought to investigate the influence of internal marketing on the employees’ job performance mediated by knowledge sharing and the moderating role of communication. The current study is applied in terms of purpose and descriptive survey in terms of method. The statistical population of the study comprised the 390 employees of four and five-star hotels in Mashhad. The required data were collected from the administered questionnaires, which were then analyzed via structural equation modeling using the AMOS software. The findings of the study indicated that internal marketing exerted a positive significant influence on knowledge sharing and staff performance. Moreover, knowledge sharing was found to have a positive effect on employees' job performance. Furthermore, the positive effects of the moderating role of organizational communication and knowledge sharing were also confirmed. The present research is descriptive-survey in terms of applied purpose and method of work. The statistical population of the study includes the staff of hotels in Mashhad. The collected data from 390 questionnaires were analyzed by structural equation modeling with AMOS software. Findings showed that internal marketing has a positive and significant effect on knowledge sharing and employee performance. At the same time, knowledge sharing has a positive effect on employees' job performance. Another result was that the moderator role of organizational communication was also confirmed. In addition, the role of knowledge sharing interface was also confirmed.