The influence of internal marketing on service quality and customer satisfaction in hospitals: literature reviews
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Dec 13, 2023
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Abstract
This study aims to explore the influence of internal marketing on service quality and customer satisfaction in a hospital environment, with a focus on understanding the related literature. The research method involved a systematic review of academic literature, articles and empirical research related to this topic. Internal marketing is seen as a key factor that can influence the way medical and non-medical personnel interact, work together, and deliver quality service to patients. The results of the literature analysis show that the implementation of an effective internal marketing strategy can improve team collaboration, employee motivation, and a shared understanding of healthcare. In addition, the improvement of service quality in hospitals directly contributes to the level of customer satisfaction. In conclusion, the development of internal marketing in hospitals can significantly affect service quality and, in turn, improve customer satisfaction
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How to Cite
Ramadhanty, N. M. (2023). The influence of internal marketing on service quality and customer satisfaction in hospitals: literature reviews. Enrichment : Journal of Management, 13(5), 2942-2947. https://doi.org/10.35335/enrichment.v13i5.1709
References
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Demir, A. (2022). Impact of internal marketing on the customer perceptions in SMEs. International Journal of Services and Operations Management, 42(3), 379–396.
Farhat, L., & Usdeldi, U. (2017). Pengaruh Pemasaran Internal terhadap Kepuasan Pelanggan Internal Perusahaan pada Pdam Tirta Mayang Kota Jambi. Ekonomis: Journal of Economics and Business, 1(1), 102–112.
Finaritra, R. M., & Benjamin, R. P. (2021). The Impact of Internal Marketing on Service Quality, Perceived Value, Consumer Satisfaction and Loyalty in the Service Sector. International Journal of Multidisciplinary Research And Analysis, 4(02), 218–227.
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KIM, B. (2021). The Relationship among Internal Marketing, Satisfaction and Organizational Commitment: Moderating Effect of Economic Performance Change of Business. East Asian Journal of Business Economics (EAJBE), 9(2), 31–42.
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Nwoko, E. G., Eze, P., & Maduka, C. O. (2021). Effect of internal marketing on customer satisfaction with telecommunication companies in Anambra State. International Journal of Innovative Development and Policy Studies, 9(2), 87–96.
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Taştan, S. B., & Davoudi, S. M. M. (2020). Investigating the mediating role of job satisfaction on the relationship between internal marketing and job performance: a research within services industry. Middle East Journal of Management, 7(5), 492–517.
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Weng, H.-C., Chen, T.-M., Lee, W.-J., Chang, C.-S., Lin, C.-T., & Wu, M.-L. (2016). Internal marketing and its moderating effects between service-oriented encounter and patient satisfaction. Acta Paulista de Enfermagem, 29, 506–517.
Wulur, L. M., Militina, T., & Achmad, G. N. (2020). Effect of service quality and brand trust on customer satisfaction and customer loyalty Pertamina Hospital Balikpapan. International Journal of Economics, Business and Accounting Research (IJEBAR), 4(01).
Yang, F.-H., Huang, C.-H., & Wei, C.-Y. (2015). THE RELATIONSHIP BETWEEN INTERNAL MARKETING, EMPLOYEE WELL-BEING, AND CUSTOMER SERVICE QUALITY-THE SERVICE INDUSTRY IN TAIWAN. International Journal of Organizational Innovation, 8(2).
Zaid, A. A., Arqawi, S. M., Mwais, R. M. A., Al Shobaki, M. J., & Abu-Naser, S. S. (2020). The impact of Total quality management and perceived service quality on patient satisfaction and behavior intention in Palestinian healthcare organizations. Technology Reports of Kansai University, 62(03), 221–232.
Aburoub, A. S., Hersh, A. M., & Aladwan, K. (2011). Relationship between internal marketing and service quality with customers’ satisfaction. International Journal of Marketing Studies, 3(2), 107.
Al-Weshah, G. A. (2019). Towards internal marketing practices in enhancing job engagement: Practical evidence from Jordanian hospitals. International Journal of Pharmaceutical and Healthcare Marketing, 13(1), 40–56.
Aswandi, H. (2019). Penerapan Kegiatan Employee Relations Dalam Menciptakan Iklim Komunikasi Internal. Universitas Islam Riau.
Dahmiri, D. (2023). PENGARUH BAURAN PEMASARAN, PEMASARAN INTERNAL DAN ORIENTASI KONSUMEN TERHADAP KEPUASAN PASIEN RUMAH SAKIT UMUM DAERAH H. ABDUL MANAP KOTA JAMBI. Jurnal Manajemen Terapan Dan Keuangan, 11(1), 225–233.
De Bruin, L., Roberts-Lombard, M., & De Meyer-Heydenrych, C. (2021). Internal marketing, service quality and perceived customer satisfaction: An Islamic banking perspective. Journal of Islamic Marketing, 12(1), 199–224.
Demir, A. (2022). Impact of internal marketing on the customer perceptions in SMEs. International Journal of Services and Operations Management, 42(3), 379–396.
Farhat, L., & Usdeldi, U. (2017). Pengaruh Pemasaran Internal terhadap Kepuasan Pelanggan Internal Perusahaan pada Pdam Tirta Mayang Kota Jambi. Ekonomis: Journal of Economics and Business, 1(1), 102–112.
Finaritra, R. M., & Benjamin, R. P. (2021). The Impact of Internal Marketing on Service Quality, Perceived Value, Consumer Satisfaction and Loyalty in the Service Sector. International Journal of Multidisciplinary Research And Analysis, 4(02), 218–227.
Gusnita, G. (2023). Pengaruh Internal Marketing Terhadap Kepuasan Pelanggan Pada Perusahaan Asuransi PT. Allianz Cabang Pontianak. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(4), 1696–1703.
Haq, M. A. (2023). Budaya organisasi Islam memoderasi hubungan orientasi pembelajaran dan inovasi terhadap kinerja bisnis pengusaha muslim: Studi pada forum bisnis Ikatan Keluarga Pondok Modern Gontor. Universitas Islam Negeri Maulana Malik Ibrahim.
Imani, S., Foroudi, P., Seyyedamiri, N., & Dehghani, N. (2020). Improving employees’ performance through internal marketing and organizational learning: Mediating role of organizational innovation in an emerging market. Cogent Business & Management, 7(1), 1762963.
KIM, B. (2021). The Relationship among Internal Marketing, Satisfaction and Organizational Commitment: Moderating Effect of Economic Performance Change of Business. East Asian Journal of Business Economics (EAJBE), 9(2), 31–42.
Mohammad, A. A., Alshura, M. S., Al-Hawary, S. I. S., Al-Syasneh, M. S., & Alhajri, T. M. (2020). The influence of Internal Marketing Practices on the employees’ intention to leave: A study of the private hospitals in Jordan. International Journal of Advanced Science and Technology, 29(5), 1174–1189.
Nwoko, E. G., Eze, P., & Maduka, C. O. (2021). Effect of internal marketing on customer satisfaction with telecommunication companies in Anambra State. International Journal of Innovative Development and Policy Studies, 9(2), 87–96.
Prakash, G., & Srivastava, S. (2019). Role of internal service quality in enhancing patient centricity and internal customer satisfaction. International Journal of Pharmaceutical and Healthcare Marketing, 13(1), 2–20.
Resmi, N. M. C. (2016). PENGARUH PEMASARAN INTERNAL TERHADAP KEPUASAN KERJA DAN ORIENTASI KONSUMEN DI RSUD PATUT PATUH PATJU LOMBOK BARAT. JMM UNRAM-MASTER OF MANAGEMENT JOURNAL, 5(4).
Sahir, S. H., Simarmata, N. I. P., Hasibuan, A., Ferinia, R., Soesilowati, S., Pratiwi, I. I., Siagian, P., & Bukidz, D. P. (2023). Model-Model Pelatihan Dan Pengembangan SDM. Yayasan Kita Menulis.
Sarker, M. A. R., & Ashrafi, D. M. (2018). The relationship between internal marketing and employee job satisfaction: A study from retail shops in Bangladesh. Journal of Business and Retail Management Research, 12(3).
Sukotjo, H. (2012). Pengaruh pemasaran internal terhadap kualitas pelayanan, kepuasan pelanggan dan loyalitas pelanggan pada Perguruan Tinggi Swasta (PTS) di Jawa Timur. Jurnal Aplikasi Manajemen, 10(3), 586–594.
Taştan, S. B., & Davoudi, S. M. M. (2020). Investigating the mediating role of job satisfaction on the relationship between internal marketing and job performance: a research within services industry. Middle East Journal of Management, 7(5), 492–517.
Wantara, P. (2018). HUBUNGAN PEMASARAN INTERNAL DAN KEPUASAN PELANGGAN.
Weng, H.-C., Chen, T.-M., Lee, W.-J., Chang, C.-S., Lin, C.-T., & Wu, M.-L. (2016). Internal marketing and its moderating effects between service-oriented encounter and patient satisfaction. Acta Paulista de Enfermagem, 29, 506–517.
Wulur, L. M., Militina, T., & Achmad, G. N. (2020). Effect of service quality and brand trust on customer satisfaction and customer loyalty Pertamina Hospital Balikpapan. International Journal of Economics, Business and Accounting Research (IJEBAR), 4(01).
Yang, F.-H., Huang, C.-H., & Wei, C.-Y. (2015). THE RELATIONSHIP BETWEEN INTERNAL MARKETING, EMPLOYEE WELL-BEING, AND CUSTOMER SERVICE QUALITY-THE SERVICE INDUSTRY IN TAIWAN. International Journal of Organizational Innovation, 8(2).
Zaid, A. A., Arqawi, S. M., Mwais, R. M. A., Al Shobaki, M. J., & Abu-Naser, S. S. (2020). The impact of Total quality management and perceived service quality on patient satisfaction and behavior intention in Palestinian healthcare organizations. Technology Reports of Kansai University, 62(03), 221–232.