Perception of Professional Heath Care Workers Towards Internal Marketing at Port Said Selected Hospitals

Document Type : Original Article

Authors

1 Assistant. Prof. of Nursing Administration, Faculty of Nursing, Tanta University

2 Lecturer of Nursing Administration, Faculty of Nursing, Port-Said University

3 Nursing Administration, Faculty of nursing, Port Said university

Abstract

Background: Internal marketing is promoted as a way for hospitals to consider both their professional health care workers and their patients. It means that satisfying professional health care workers demonstrated more loyalty and profits for hospitals. Internal marketing motivation comes from professional health care workers who are considered internal marketing as a strategy of job design and service branding for provide the market. Aim: of this study is to assess cognitive awareness of professional heath care workers towards internal marketing in hospitals of Port-Said City. Subjects and Method: Design: a descriptive comparative research design was used to conduct this study. Setting: two hospitals, El-Zohour hospital and Al-Soliman hospital, Port-Said city. Subjects: The study comprised of 64 physicians, 28 pharmacist and 105 nursing staff. Tools: data was collected by using one tool: perception of professional heath care workers towards internal marketing questionnaire. Results: The current study revealed that the professional health care worker in both hospitals showed a moderate level of perception towards internal marketing (62.4%). Conclusion: there was a positive relationship between the professional healthcare workers level of perception related to internal marketing in both hospitals. Moreover, professional health care worker in Al-Soliman hospital had a high level of internal marketing perception than those in El-Zohour hospital .Recommendations: For improving internal marketing through hospitals by managers, develop hospitals philosophy that enhance and support internal marketing behavior, and identify the level internal marketing and develop strategy to improve it.

Keywords

References

 
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