SCALE SURVEY OF INTERNAL MARKETING AND EFFECT ON QUALITY DEVELOPMENT OF SERVICE IN AFSHAR HOSPITAL

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YOUNESIFAR S.M.; SANAYEEI A.; SHAHIN A.

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Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2012 | Volume:7 | Issue:16 Page(s): 99-108

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Title

SCALE SURVEY OF INTERNAL MARKETING AND EFFECT ON QUALITY DEVELOPMENT OF SERVICE IN AFSHAR HOSPITAL

Author(s)

YOUNESIFAR S.M. | SANAYEEI A. | SHAHIN A. | Issue Writer Certificate

Keywords

INTERNAL MARKETINGQ2

DEVELOPMENT QUALITY OF SERVICEQ2

AFSHAR HOSPITALQ2

INTERNAL CUSTOMERSQ2

Abstract

Theme: With the expansion of the service economy, Organizations to acquire and maintain a sustainable competitive advantage Looking for new ways to attract and retain customers. The most important factors for achieving this goal Especially in service organizations, is Quality of Service. service quality One of the most important tools to satisfy needed the and customer loyalty is achieved. Past research shows, Organizations to have a top quality service, Requires having employees (internal customers) enabling, Having motivated and behaviors customer-oriented. Today introduced two idea and concept INTERNAL MARKETING and service quality, Important in role determining the organization's customers internal (employees) in realization quality of services is clearer than ever.Purpose: This study reviews Scale survey of INTERNAL MARKETING Trying to create a strategy for the implementation of programs and Design strategies for Quality development of Service organization.Methodology: For processing information from multiple software including SPSS 15 and Microsoft Exel has been used. Descriptive statistics of different methods to evaluate and compare the data obtained through questionnaires that were used. Inferential statistics section of the t-test was used.Findings: Six questions were examined in this study. In terms of job security component scores 34.2 per cent, of broad education component scores 37.08 percent, offering a reward and encouragement of component scores 37.67 percent, in terms of information - sharing component scores 41.91 percent, employee empowerment component scores of 31.18 percent, reducin the gap between the staff of the component scores 42.07%. Data analysis results show that hospitals Afshar of 100 pointsconsidered, to obtain 37.35.Result: regard relationship direct and positive INTERNAL MARKETING and satisfaction and employee commitment, The organization must Through the focus on INTERNAL MARKETING action according to output staff and Organizational satisfaction employee. of among measures can be enhanced INTERNAL MARKETING Knowledge finding of Value Changes in View employee, Understanding of qualification Labor market, Understanding internal segmentation of special employee Based on the characters and desires, and Design strategies is for Customers.

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APA: Copy

YOUNESIFAR, S.M., SANAYEEI, A., & SHAHIN, A.. (2012). SCALE SURVEY OF INTERNAL MARKETING AND EFFECT ON QUALITY DEVELOPMENT OF SERVICE IN AFSHAR HOSPITAL. JOURNAL OF MARKETING MANAGEMENT, 7(16), 99-108. SID. https://sid.ir/paper/218800/en

Vancouver: Copy

YOUNESIFAR S.M., SANAYEEI A., SHAHIN A.. SCALE SURVEY OF INTERNAL MARKETING AND EFFECT ON QUALITY DEVELOPMENT OF SERVICE IN AFSHAR HOSPITAL. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2012;7(16):99-108. Available from: https://sid.ir/paper/218800/en

IEEE: Copy

S.M. YOUNESIFAR, A. SANAYEEI, and A. SHAHIN, “SCALE SURVEY OF INTERNAL MARKETING AND EFFECT ON QUALITY DEVELOPMENT OF SERVICE IN AFSHAR HOSPITAL,” JOURNAL OF MARKETING MANAGEMENT, vol. 7, no. 16, pp. 99–108, 2012, [Online]. Available: https://sid.ir/paper/218800/en

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