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Published on: September 27, 2019
Using internal marketing to improve organizational commitment and service quality.
1Department of Health Policy and Management, Chung Shan Medical University, Taiwan. avon611@yahoo.com.tw
Journal of Advanced Nursing
|August 12, 2011
Summary
Internal marketing significantly boosts organizational commitment and service quality in hospitals. Emphasizing internal marketing strategies can enhance employee dedication and improve patient care outcomes.
Area of Science:
- Healthcare Management
- Organizational Psychology
- Service Quality Research
Background:
- Internal marketing is a strategy for hospitals to enhance service quality and employee commitment, particularly in labor-intensive environments.
- Effective internal marketing can lead to improved organizational commitment among healthcare staff.
Purpose of the Study:
- To investigate the relationships between internal marketing, organizational commitment, and service quality.
- To provide practical applications of these findings within the healthcare sector.
Main Methods:
- A cross-sectional survey of 288 nursing staff across three regional hospitals in Taiwan.
- Data analysis using SPSS 12.0, including descriptive statistics, equation modeling, and one-way ANOVA to examine demographic influences.
Main Results:
- Internal marketing is a critical factor influencing employee perceptions of organizational commitment and service quality.
- Organizational commitment acts as a mediator between internal marketing and service quality.
Conclusions:
- Internal marketing positively impacts both organizational commitment and service quality.
- Healthcare organizations should prioritize internal marketing to engage frontline nursing staff, fostering greater commitment and superior service delivery.
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