Title: The effects of internal marketing mix on performance in a healthcare context

Authors: Reza Salehzadeh; Hadi Balouei Jamkhaneh; Shabnam Doosti

Addresses: Department of Management, Shahid Ashrafi Esfahani University, Isfahan, Iran ' Department of Industrial Management, University of Mazandaran, Babolsar, Iran ' Department of Mathematics, Iran University of Science and Technology, Tehran, Iran

Abstract: The purpose of this paper is to examine the effect of internal marketing mix on organisation performance. Statistical population includes the employees of a community health service delivering dental, community nursing, physiotherapy, psychology, social work and occupational therapy services across some sites in Tehran. For data analysis, 211 completed and usable questionnaires were used. Structural equation modelling (SEM) was applied to test the relationships among the research variables. The findings showed that strategic reward, internal communications, training and development, and leadership have a significant positive effect on performance.

Keywords: internal marketing; performance; healthcare; strategic reward; internal communications; development; leadership; structural equation modelling; SEM; Iran.

DOI: 10.1504/IJBIR.2019.097251

International Journal of Business Innovation and Research, 2019 Vol.18 No.2, pp.167 - 186

Accepted: 05 Nov 2017
Published online: 07 Jan 2019 *

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