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Perception of Professional Heath Care Workers Towards Internal Marketing at Port Said Selected Hospitals

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Last updated: 24 Dec 2024

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Abstract

Background: Internal marketing is promoted as a way for hospitals to consider both their professional health care workers and their patients. It means that satisfying professional health care workers demonstrated more loyalty and profits for hospitals. Internal marketing motivation comes from professional health care workers who are considered internal marketing as a strategy of job design and service branding for provide the market. Aim: of this study is to assess cognitive awareness of professional heath care workers towards internal marketing in hospitals of Port-Said City. Subjects and Method: Design: a descriptive comparative research design was used to conduct this study. Setting: two hospitals, El-Zohour hospital and Al-Soliman hospital, Port-Said city. Subjects: The study comprised of 64 physicians, 28 pharmacist and 105 nursing staff. Tools: data was collected by using one tool: perception of professional heath care workers towards internal marketing questionnaire. Results: The current study revealed that the professional health care worker in both hospitals showed a moderate level of perception towards internal marketing (62.4%). Conclusion: there was a positive relationship between the professional healthcare workers level of perception related to internal marketing in both hospitals. Moreover, professional health care worker in Al-Soliman hospital had a high level of internal marketing perception than those in El-Zohour hospital .Recommendations: For improving internal marketing through hospitals by managers, develop hospitals philosophy that enhance and support internal marketing behavior, and identify the level internal marketing and develop strategy to improve it.

DOI

10.21608/pssjn.2023.140638.1204

Keywords

Internal marketing, level of perception, professional health care workers

Authors

First Name

Safaa

Last Name

Zahran

MiddleName

Abd EL-Moniem

Affiliation

Assistant. Prof. of Nursing Administration, Faculty of Nursing, Tanta University

Email

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City

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Orcid

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First Name

Noura El Gharib

Last Name

Eldiasty

MiddleName

Mohamed

Affiliation

Lecturer of Nursing Administration, Faculty of Nursing, Port-Said University

Email

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City

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Orcid

-

First Name

Rabab

Last Name

EL Hasaneen

MiddleName

Mohamed

Affiliation

Nursing Administration, Faculty of nursing, Port Said university

Email

robymohamed888@gmail.com

City

Mansoura

Orcid

-

Volume

10

Article Issue

2

Related Issue

41587

Issue Date

2023-06-01

Receive Date

2022-05-24

Publish Date

2023-06-30

Page Start

138

Page End

158

Print ISSN

2356-8658

Online ISSN

2682-3241

Link

https://pssjn.journals.ekb.eg/article_303345.html

Detail API

https://pssjn.journals.ekb.eg/service?article_code=303345

Order

303,345

Type

Original Article

Type Code

866

Publication Type

Journal

Publication Title

Port Said Scientific Journal of Nursing

Publication Link

https://pssjn.journals.ekb.eg/

MainTitle

Perception of Professional Heath Care Workers Towards Internal Marketing at Port Said Selected Hospitals

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Article

Created At

24 Dec 2024