ABSTRACT

This study aims to verify the effects of the internal marketing activities based on the general hospital employees on their job satisfaction and the external customer orientation, and through this, to establish the effective internal marketing strategy. To achieve this goal, the research models were set based on the theoretical and empirical results of the existing precedent study, and it was evaluated and verified by using Anova and regression analysis. As results of study, there were differences of the satisfaction of the internal marketing activities depending on the general attributes of the hospital internal employees(gender, marital status, number of positions, occupations, years of service,) except the satisfaction of the organization vision depending on the position and the satisfaction of the organization vision depending on the years of service. In addition, there were also differences between the job satisfaction and external customer orientation depending on the general attributes of the internal employees. As results of the analyzing the effects of the internal marketing activities on the job satisfaction, it could be confirmed that all internal marketing activities factors except the internal communications had effects on the job satisfaction. Finally, as results of analysis of the impact relationships of the job satisfaction on the external customer orientation, it can be seen that the significant impact relations were formed between two factors. Based on this result, in the conclusion, the implications about the role of the detail internal marketing strategy and organization considering the general attributes of the internal employees were presented.

KEYWORD

Internal marketing activities, Job satisfaction, External customer orientation

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