Scale Survey of Internal Marketing and Effect on Quality Development of Service in Afshar Hospital
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Article Type:
Research/Original Article (بدون رتبه معتبر)
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 ofcomponent 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.
Language:
Persian
Published:
Journal of Marketing Management, Volume:7 Issue: 16, 2012
Page:
100
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