Internal Marketing, Organizational Commitment and Service Quality

Firms hope to ensure the capability of employees that enhances the pleasure of the customers and necessarily achieve this goal by promoting internal marketing. Accordingly, internal marketing is important for the service industry. Firms can improve employee satisfaction via internal marketing. Internal marketing can promote employee organizational commitment, and can also make employees glad to offer improved service quality to external customers. This study uses a cross-sectional approach to survey the employees of three district hospitals in Taiwan and attempts to understand employee perceptions of internal marketing, organizational commitment and service quality. This study found that organizational commitment is the mediator between internal marketing and service quality. The variables of marital status and seniority affect employee perception of service quality. Meanwhile, the variable of department affects employee perception of organizational commitment. Finally, ages and titles affect employee perception of internal marketing and service quality