Internal Marketing and Its Moderating Effects between Service-Oriented Encounter and Patient Satisfaction

Abstract

Objective: To investigate how the internal marketing perception of nurses could have a significant positive moderating effect on the relationship between service-oriented encounter and patient satisfaction in nursing negligence. Methods: The subjects were nurses in the surgery units of hospitals at the regional level or higher in Taiwan. A total of 669 questionnaires were distributed and 609 questionnaires were recovered between December 2014 and January 2015, the number of valid questionnaires was 534 for a valid questionnaire recovery rate of 79.8%. Finally, we adopted the SPSS 18.0 analysis software for analysis and processing. Results: Results indicate that service-oriented encounter has a significant positive influence on patient satisfaction and internal marketing perception among nurses has a significant positive moderating effect on the relationship between service-oriented encounter and patient satisfaction. Conclusions: This study suggests that hospital managers need to recognize the importance of internal marketing for the more expressions toward service-oriented encounter, and further improve patient satisfaction. This kind of relationship is rarely discussed in the research literature, and it can be applied for human resources management of nursing staff. Hospitals must integrate the goal of patients first into the individual performance evaluation of nursing personnel by providing nursing personnel with information related to the evaluation standards of the organizations to help them understand and determine the job performance or service-oriented behavior expected by the organizations while acknowledging the objectivity and fairness of the performance evaluation system.

A Systematic Review of the Influence of Internal Marketing on Service Innovation

“…It is because they are consistent with the objectives and with the kind of data used. As shown in Table 4, we could see that survey is the most frequent method used in these selected papers (Chen and Cheng 2012;Choi 2016;Nakata et al 2011;Rodríguez and Álvarez 2011;Sanchez-Hernandez and Miranda 2011;Thomson and Hecker 2001;Tsai and Wu 2011;Weng et al 2016). The authors used a survey method to demonstrate how the influence variables in internal marketing interact with service innovation.…”

“…(Megicks et al 2005) To assess the effects of market orientation on small retailer performance in the UK, particularly in terms of how this facilitates the development of market-led strategies, which may arguably be a critical factor in determining their future survival in an increasingly dynamic and competitive environment. (Weng et al 2016) To investigate how the internal marketing perception of nurses could have a significant positive moderating effect on the relationship between service-oriented encounter and patient satisfaction in nursing negligence. (Choi 2016) To focus on collaboration and coordination among the supply chain in internal marketing in the service industry.…”

“…On the other hand, the review also revealed a heavy reliance on sociological theories, as illustrated in Table 3, which have enriched the understanding of the topic like emotional intelligence (EQ), cultural intelligence (MacLaverty et al 2007), dramaturgical theory, and complementarity theory (Deng and Gibson 2009;Nakata et al 2011;Weng et al 2016).…”

The effect of felt trust from patients among nurses on attitudes towards nursing service delivery

“…Within the context of the large number of infections and deaths worldwide, it is important to explore what can motivate nurses to perform their jobs effectively in such an unusual situation. To achieve optimal treatment effects, nurses not only need to perform their prescribed duties, such as observing the patients’ conditions and providing professional care according to doctors’ instructions, but they must also pay attention to their relationships with patients and promote positive experiences among their patients (Strandås & Bondas, 2018; Weng et al, 2016). That is, nurses need to “go the extra mile” and be service‐oriented.…”

Meanings of internal marketing built by the nurses of a brazilian university hospital

“…This is why the customers' internal and external perceptions tend to be a consequence of whether or not their expectations regarding the service they seek are met. 1 In hospitals, nursing professionals keep in constant contact with clients because they care for numerous people constantly. They become key actors in the patients' experiences and satisfaction with the service provided.…”