Abstract

AZEDO, Daniela Filipa  and  ALVES, Maria Helena. Internal marketing practices in organizations health and its influence on employee motivation. Rev. Port. Sau. Pub. [online]. 2013, vol.31, n.2, pp.181-192. ISSN 0870-9025.  https://doi.org/10.1016/j.rpsp.2013.05.003.

Internal Marketing (IM) was introduced as a management tool with the purpose of developing organizations focused on their costumers and on enabling their employees to achieve the organizational goals. The primary objective of this research was to verify if the existing methodologies of IM, influence employees' motivation and if these practices, as well as the motivation factors, differ if and when the organization applies either a model of Public Management or an Innovative one. To this end, we performed a descriptive study, which included 234 nurses working in hospitals EPE (Public management model) and UCC (Innovative management model), aged between 23 and 58 years old. The results showed that the healthcare organizations studied use internal marketing strategies, despite the fact that they perceived it to be low, and that these influence the motivation of employees. It was also verified that there are significant differences in the IM procedures and motivation of the employees between EPE hospitals and UCC although only in some dimensions.

Keywords : Internal marketing; Motivation; Health organizations; Management models.

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