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The Relationship among Internal Marketing, Service Orientation, and Hospital Image: The Moderating Effect of Self-Efficacy

내부마케팅, 서비스지향성, 병원이미지간의 관계: 자기효능감의 조절효과

  • Shin, Seung-Hee (Department of Business Administration, Gyeongsang National University) ;
  • Chung, Ki-Han (Department of Business Administration, Gyeongsang National University)
  • Received : 2017.04.05
  • Accepted : 2017.05.12
  • Published : 2017.05.31

Abstract

There has recently been increased recognition of the significance of internal marketing activity towards hospitals; however, few studies have investigated internal marketing towards hospitals. Therefore, this study was conducted to examine the impacts of internal marketing and service orientation on hospital image and to focus on the moderating effect of self-efficacy. The main results were as follows. First, empowerment, education training, and leadership of internal marketing positively affect service orientation, with leadership having the greatest influence. Conversely, internal communication and reward do not affect service orientation. Second, service orientation positively affects hospital image, indicating that an influencing relationship between the two factors is formed. Third, the moderating effects of self-efficacy towards the relationship between internal marketing and service orientation is not significant an alpha level of 0.05. However, overall internal marketing in the high group of self-efficacy has a greater effect on service orientation than that in the low group. Thus, the managers should enhance internal marketing and service orientation to increase hospital image, and motivate employees to have self-efficacy.

Keywords

Hospital Image;Internal Marketing;Self Efficacy;Service Orientation;University Hospital

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