Building Healthcare Employees’ Internal Relationship Quality Through Internal Marketing

Frederico Ferreira, Ana Paula Rodrigues (), Carlos Rui Madeira (), Marisa Lages () and Pedro Miguel Gaspar ()
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Frederico Ferreira: University of Trás-os-Montes and Alto Douro
Ana Paula Rodrigues: University of Trás-os-Montes And Alto Douro (UTAD)
Carlos Rui Madeira: University of Trás-os-Montes and Alto Douro
Marisa Lages: Instituto Politécnico de Bragança
Pedro Miguel Gaspar: University of Trás-os-Montes and Alto Douro

A chapter in Demographic Transitions, Health, and Well-Being, 2025, pp 495-513 from Springer

Abstract: Abstract Purpose: This study analyses the impact of internal marketing (IM) on job satisfaction, organisational commitment, organisational trust (internal relationship quality) and job performance of employees in a Portuguese healthcare institution. A conceptual model representing the relationships between these constructs is proposed and tested. Design/methodology/approach: The study adopted a quantitative approach through a questionnaire administered to a sample of 288 employees (nurses and operational assistants) of the healthcare organisation. Structural equation modelling was used to test the hypothesis relationships. Findings: There is a positive and significant influence of IM on job satisfaction, organisational commitment and trust. Job performance is positively and directly influenced by job satisfaction and organisational trust. There is no direct influence of IM on job performance; however, IM indirectly has a impact on job performance, mediated by internal relationship quality. Originality: To our knowledge, this is the first study that shows the prominent role IM plays in developing employees’ satisfaction, organisational commitment, and trust (internal relationship quality) in healthcare organisations. Empathy and consideration, benchmarking, quality of work, upward communication, value, information sharing, and promotional activity, which describe an organisations’ IM practises, can directly increase job satisfaction, organisational commitment, and trust and indirectly enhances job performance.

Keywords: Internal marketing; Job satisfaction; Organisational commitment; Organisational trust; Job performance; Healthcare services (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-94487-1_44

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DOI: 10.1007/978-3-031-94487-1_44

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