Effect Of Management Commitment To Internal Marketing On Employees' Satisfaction. A Case Study: Imam Jafar Sadegh Hospital Nurses
Nowadays, healthcare is an extraordinarily people-centric industry and employees play important roles in the product/service exchange. Internal marketing (IM) forces the employee to treat more hospitably facing customers. The present study examines the effect of management commitment to internal m...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Asian Academy of Management (AAM)
2016
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| Subjects: | |
| Online Access: | http://eprints.usm.my/36677/1/aamj21022016_6.pdf http://eprints.usm.my/36677/ http://web.usm.my/aamj/21022016/aamj21022016_6.pdf |
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| Summary: | Nowadays, healthcare is an extraordinarily people-centric industry and employees play
important roles in the product/service exchange. Internal marketing (IM) forces the
employee to treat more hospitably facing customers. The present study examines the effect
of management commitment to internal marketing (MCIM) on employees' satisfaction
through IM practices. Data were collected from 110 nurses of Imam Jafar Sadegh hospital.
The results of structural equation modeling showed the signifcant effect of MCIM on IM
practices (formal internal marketing, informal internal marketing and responsiveness). But
verse to what was assumed, there was no signifcant relation between IM and employees'
satisfaction. |
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