Articlehybrid2011

Motivational Orientation as an Internal Marketing Tool in Service Training: A Study of Service Delivery in a Hospital

Rahim Mosahab · Osman Mahamad · Thurasamy Ramayah

16 citations0/0 files storedInternational Journal of Business and Management

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Human Resource Development and Performance Evaluation Employee Performance and Management Employee Performance and Motivation

Abstract

This research analyzes the various socio-psychological orientations of hospital service employees towards servicetraining in the Imam Khomeini hospital, Tehran, Iran. The study focuses on instrumental and integrativeorientations of employees in taking service training. In order to determine the employees’ tendency towards thementioned orientations, a sample of 255 employees was given a questionnaire based on Gardner’sAttitude/Motivation Test Battery (AMTB). Findings of the present study shows that the hospital employees areboth instrumentally and interactively oriented towards service training. This study of socio-psychologicalvariables of the employees provides additional insights in better identifying motivational challenges and takingmore realistic perspectives about the service training as an instrument of internal marketing (IM). Finally,suggestions for managers and some recommendations regarding future researches in this area have beenhighlighted.

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References

1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 2001Teaching by Principles: An Interactive Approach to Language Pedagogy 1992The empowerment of service workers: what, why, how, and when.1986Trainees' Attributes and Attitudes: Neglected Influences on Training Effectiveness 1986THE INFLUENCE OF TRAINEE ATTITUDES ON TRAINING EFFECTIVENESS: TEST OF A MODEL 1992INFLUENCES OF INDIVIDUAL AND SITUATIONAL CHARACTERISTICS ON MEASURES OF TRAINING EFFECTIVENESS.1984Culture and Language as Factors in Learning and Education 1993A student's contributions to second-language learning. Part II: Affective variables

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