Abstract:
Background: Internal marketing (IM) is a set of actions done by human resource departments in firms to encourage, educate, and train their staff to deliver better services to customers and increase employee commitment and loyalty to their organization. Aim: Assess Internal Marketing and its relation to Organizational Loyalty among nursing staff. Research design: A descriptive research design. Setting: Minia University Hospital, Egypt Subjects: A convenience sample, for all nurses who agreed to cooperate in the study at the point of data collection was included. The total number was (n=205). Tools: two tools were uses to collect data for the present study; Internal Marketing scale and Organization loyalty questionnaire. Results: There were strong positive correlation and statistically significant between internal marketing and Organizational loyalty for nurses. Conclusion: The present study illustrates four dimensions of internal marketing (Training, Motivation, Team spirit, and Internal communication), which were alternating in their level among nurses. Team spirit is the highest level among other dimensions. The results revealed that two thirds of studied nurses have low level in total internal marketing among nurses at Minia University Hospital. Also, about two thirds of studied nurses have low level in total organizational loyalty level. While there was a positive relation between internal marketing and organizational loyalty for nurses. Recommendations: Internal Marketing core of continuous nursing education, effective communication, motivation, and staff empowerment which it consider a great strategy for the organization to improve organizational loyalty, staff performance and quality of health care services.