BONUS-BASED EMPLOYEE INCENTIVE SYSTEM AS A COMPONENT OF INTERNAL MARKETING AND A TOOL FOR IMPLEMENTING A CUSTOMER-ORIENTED HR POLICY IN THE HOTEL INDUSTRY
Анотація
The article examines the theoretical and methodological foundations of developing a bonusbased employee incentive system as a component of internal marketing and a tool for implementing a customer-oriented personnel policy in the hotel industry. A conceptual model is proposed that reflects the interrelationship between material incentives, internal marketing, and personnel policy, and reveals the cause-and-effect impact of the bonus system on employee work behavior, customer experience formation, and the effectiveness of marketing activities of the enterprise. The types of bonus systems are systematized and their comparative evaluation is carried out. The advantages of flexible combined systems are substantiated as the most effective means of ensuring the alignment of employee and customer interests, improving service quality, and enhancing the effectiveness of marketing activities. It is proved that the integration of material incentives with internal marketing tools contributes to the formation of service-oriented employee behavior and strengthens the competitive positions of enterprises in the hospitality industry
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