مجلة الإقتصاد الجديد
Volume 14, Numéro 1, Pages 652-666
2023-02-06

The Effect Of Internal Marketing Practices On Marketing Performance Of Private Medical Clinics: An Empirical Study



Authors : Mechta Meriem .

Abstract

The purpose of this paper is to determine the effect of internal marketing practices on marketing performance in the private medical clinics in Algeria. A self-administered questionnaire was developed to collect data from 73 respondents working in private medical clinics. A linear regression analysis was used to test the model hypotheses. The results revealed that the marketing performance is significantly and positively affected by training and development, and empowerment. Reward was found to have a negative insignificant effect on marketing performance. Therefore, to achieve higher marketing performance, the private medical clinics should focus on implementing properly training, empowerment, and reward.

Keywords

Customer ; healthcare industry ; internal marketing ; performance measures ; Algeria ; زبون ; صناعة الرعاية الصحية ; تسويق داخلي ; مقاييس الأداء ; الجزائر

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