Enhancing Internal Customer Loyalty through Internal Marketing in Public Medical Organizations

Abstract

This paper examines the effectiveness of internal marketing in the medical industry. We investigated the relationship between internal marketing, internal customer satisfaction, service innovation, internal service quality, and internal customer loyalty. Internal marketing is composed of internal communication, education & training, reward system, and empowerment. The findings showed that internal marketing has a positive effect on internal customer satisfaction and service innovation. Among internal marketing factors, empowerment is the most important. Second, internal customer satisfaction and service innovation have a positive effect on internal service quality. Third, internal service quality has a positive effect on internal customer loyalty. Therefore, it is confirmed that internal marketing is required to improve internal customer loyalty in the medical service organization. In conclusion, the implications of the research and future research direction are presented.