THE ROLE OF INTERNAL MARKETING IN IMPROVING THE QUALITY OF HEALTHCARE SERVICES: AN EXPLORATORY STUDY AT AL-AHLI INTERNATIONAL HOSPITAL IN BAGHDAD

Rasha Salih Mosleh

Авторы

Rasha Salih Mosleh Kirkuk General Directorate of Education

Ключевые слова:

Internal Marketing, Healthcare Services, Al-Ahli International Hospital

Аннотация

The purpose of this study is to estimate the effect of prioritizing and enhancing the internal marketing practices on raising the quality of the healthcare services in the field of research (Al-Ahli International Hospital). The study adopted descriptive analytical method employing a questionnaire to gather information from the respondents which constituted a sample of 209 health workers and administrative staffs in the hospital. Results showed positive association between internal marketing and its four dimensions (selection and recruitment, training, empowerment, internal communication) and quality of health care services. Furthermore, internal marketing and its dimensions were found to play a significant ‎role in exerting a clear impact on improving the quality of healthcare services. One of the main recommendations is that the management of the hospital should create a system and strategy that considers their internal customers (employees) and their aspirations to be met, as this will improve their satisfaction, which will in turn have a positive impact on their performance in providing healthcare services and caring for their patients.

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