The Impact of Internal Marketing Activities on Customer Service Performance in Healthcare Industry

A look at the situation of competition in healthcare industry indicates that it is very important to provide high quality services in this industry, something which can be regarded as a success factor. Therefore, hospitals are more successful if they pay more attention to internal marketing in order to maintain their customers. Thus, this study is an investigation about the relationship between internal marketing plans and measures based on human resources, employee perception of the internal marketing strategy and employee job performance in healthcare industry. For this purpose, 249 subjects were selected from the personnel and administration department as a sample. To answer the research questions, a questionnaire was then used for data collection. All of the 11 research hypotheses were confirmed. In addition, research variables and their relationships were analyzed and investigated in SPSS 22 and PLS. According to the research findings, internal marketing and internal market orientation plans had both direct and indirect impacts on the customer-oriented behavior.