INTERNAL COMMUNICATION AS AN EXPLANATORY FACTOR FOR THE SUCCESS OF A TOTAL QUALITY MANAGEMENT APPROACH
A quality approach oriented towards continuous improvement requires the integration of the entire organization in a logic of dissemination and sharing information with all its stakeholders. An essential condition that need a shared vision of its Leadership, orienting its efforts towards the motivation of its internal and external partners for a better response to the market requirements. This research is part of a group learning approach where internal communication is the only explanatory factor for the success of a Total Quality Management model. The empirical part of this research work is based on a qualitative study, which consists of interviewing the Leaderships of four Moroccan hotels, located in the tourist city of "Marrakesh". The aim of our study is not just to explain the relationship between leadership's vision, internal quality audit and the quality approach, but rather to understand this relationship in terms of what it feels and seeks through the "ISO" certification process.
Keywords: Internal communication; Quality approach; Continuous improvement; Total Quality Management; Organizational learning.