تحديد و تقييم أبعاد التسويق الداخلي من طرف العاملين بالمستشفى لولاية باتنة

Abstract EN

This study aims to identifying the internal marketing dimensions in the university hospital of batna, based on several studies, then to evaluating these dimensions by the hospital staff (doctors, nurses, administrators and employees).

this work is based on a field study targeting a sample of (137) individuals, using the confirmatory factor analysis within the structural equation modeling method, and using the one sample t-test to evaluate these dimensions from the point of view of the employees, through the statistical package spss v20 and amos v20.

the study concluded to confirm the proposed dimensions of internal marketing.

it also showed that employees' awareness and evaluation of internal marketing dimensions in the hospital were positive for training, internal communication and orientation to customer, while they were negative for job satisfaction, empowerment and motivation.