Using internal marketing to improve organizational commitment and service quality

Yafang Tsai · Shih‐Wang Wu

84 citations0/0 files storedJournal of Advanced Nursing

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Employee Performance and Management Customer Service Quality and Loyalty Healthcare Education and Workforce Issues

Abstract

AIM: The purpose of this article was to explore the structural relationships among internal marketing, organizational commitment and service quality and to practically apply the findings. BACKGROUND: Internal marketing is a way to assist hospitals in improving the quality of the services that they provide while executing highly labour-intensive tasks. Through internal marketing, a hospital can enhance the organizational commitment of its employees to attain higher service quality. METHOD: This research uses a cross-sectional study to survey nursing staff perceptions about internal marketing, organizational commitment and service quality. The results of the survey are evaluated using equation models. The sample includes three regional hospitals in Taiwan. Three hundred and fifty questionnaires were distributed and 288 valid questionnaires were returned, yielding a response rate of 82.3%. The survey process lasted from 1 February to 9 March 2007. The data were analysed with SPSS 12.0, including descriptive statistics based on demographics. In addition, the influence of demographics on internal marketing, organizational commitment and service quality is examined using one-way anova. RESULTS: The findings reveal that internal marketing plays a critical role in explaining employee perceptions of organizational commitment and service quality. Organizational commitment is the mediator between internal marketing and service quality. CONCLUSION: The results indicate that internal marketing has an impact on both organizational commitment and service quality. Internal marketing should be emphasized to influence frontline nursing staff, thereby helping to create better organizational commitment and service quality.

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References

1991Scale Development : Theory and Applications 1982Asymptotic Confidence Intervals for Indirect Effects in Structural Equation Models 1979The measurement of organizational commitment 2000Marketing management: analysis. planning. implementation and control 1984Employee-Organization Linkages: The Psychology of Commitment, Absenteeism, and Turnover.1990Delivering quality service: balancing customer perceptions and expectations 1994Putting the Service-Profit Chain to Work 1992Marketing Services: Competing Through Quality

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2018Internal marketing, employee customer‐oriented behaviors, and customer behavioral responses 2014Learning organizations, internal marketing, and organizational commitment in hospitals 2015Investigating relationships between internal marketing practices and employee organizational commitment in the foodservice industry 2019Effects of internal marketing on job satisfaction in the banking sector 2021Internal Marketing: A Systematic Review

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