Using internal marketing to improve organizational commitment and service quality

Authors

  • Yafang Tsai,

    1. Yafang Tsai PhD Associate Professor Department of Health Policy and Management, Chung Shan Medical University, Taiwan, and Adviser, Department of Medical Research, Chung Shan Medical University Hospital, Taichung, Taiwan
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  • Shih-Wang Wu

    1. Shih-Wang Wu PhD Assistant Professor Department of Hospital and Health Care Administration, Chia Nan University of Pharmacy & Science, Tainan, Taiwan
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Y. Tsai: e-mail: avon611@gmail.com, avon611@yahoo.com.tw

Abstract

tsai y. & wu s.-w. (2011) Using internal marketing to improve organizational commitment and service quality. Journal of Advanced Nursing67(12), 2593–2604.

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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