Scale Survey of Internal Marketing and Effect on Quality Development of Service in Afshar Hospital

Subject Areas : Jounal of Marketing Management

S. M.  Younesifar ¹ ()
A.  Sanayeei ² ()
A.  Shahin ³ ()

Received: 2013-08-25 Accepted : 2013-08-25 Published : 2012-10-22

Keywords: Internal Marketing, Development quality of service, Afshar Hospital, Internal customers,

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 marketingTrying 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.