Manuscript Title:

THE EFFECT OF INTERNAL MARKETING TRAINING PROGRAM ON NURSE MANAGERS MARKETING STRATEGIES AND WORK ENGAGEMENT

Author:

AL SHAIMMAA ELSAYED ABD ALLA, MAHASEN ISMAIL ABD EL MEGEED, EGLAL AHMED ABD ELWAHAB

DOI Number:

DOI:10.5281/zenodo.11630698

Published : 2024-06-10

About the author(s)

1. AL SHAIMMAA ELSAYED ABD ALLA - Teacher, El Glaa Educational Institution.
2. MAHASEN ISMAIL ABD EL MEGEED - Professor, Nursing Administration, Faculty of Nursing, Cairo University, Egypt.
3. EGLAL AHMED ABD ELWAHAB - Emeritus Assistant Professor, Nursing Administration, Faculty of Nursing, Cairo University, Egypt.

Full Text : PDF

Abstract

Background: The critical concept of Internal marketing is a marketing strategy under which the employees are considered the organization’s customers and are trained to build internal competencies for the external growth of the business. Aim: this study was aimed to examine the effect of internal marketing training program on nurse managers marketing strategies and work engagement Design: A quasi experimental design was utilized. Setting: The study was carried out at one of Ministry Of Health hospitals, titled El Monira general Subjects: A convenience sample of all nurse managers' at the selected hospital about 31 nurses. Tools: Three tools were used for data collection; Index of internal marketing perception questionnaire, internal marketing knowledge test , auditing and observational checklist for internal marketing strategies and the nine items Utrecht Work Engagement Scale-9 (UWES-9) Results: There were highly significant statistical positive correlations between internal marketing perception with total knowledge (r=0.27, p=0.01), between internal marketing perception with total engagement (r=0.37, p=0.04), and between engagement with total knowledge (r=0.14, p=0.01). Conclusion: based on the results of the present study it can be concluded that there was highly statistically significance correlation between internal marketing and work engagement. Recommendations: it is a priority to apply internal marketing strategies that focuses on work engagement and a sound internal marketing infrastructure; for allowing a professional practice environment.


Keywords

Internal Marketing, Training Program, Work Engagement.