An Empirical Study On The Influence Of Internal Marketing Of Private Hospitals On The Quality Of Nurses’ Services

With the advent of the "Internet plus" era,the competitive pressures between all walks of life are growing.Both state-owned enterprises and private enterprises are facing external shocks.Especially in today’s rapid development of the medical and health industry,how to effectively combine the "brand war,price war,service war" in external marketing means,and better develop the characteristics and advantages of independent management,is the core element of enterprise competition.Therefore,how to attract and retain loyal employees and provide high-quality services has become the core issue of external customers’ loyalty.At present,most companies focus their marketing on external customer groups,emphasizing the use of various means and means to attract and repeat customers who purchase services and products,thereby improving business performance.Then companies must gain an advantage in a fiercely competitive market.Not only must external marketing be implemented,but it is also necessary to implement marketing strategies for internal employees.Through effective communication,training and incentives for internal employees,employees feel that the organization pays more attention to themselves while working harder,as a way to reward employers and generate loyal emotions and behaviors.Quality is effectively improved and employee loyalty-customer loyalty,and quality of employee service-Customer perceived service quality is the same line of continuity.Employees are the bridge and link between the company and external customers,directly contacting external customers.At the same time,the quality of service perceived by external employees is directly related to the services provided by internal employees.Based on the literature,this study introduced internal marketing as independent variable,service quality as dependent variable,and employee loyalty as intermediary variable.Finally,the organization trust as employee loyalty and service quality adjustment variable.According to the relationship between combing variables,a theoretical model is established to study the internal relationship and influence mechanism between variables.In order to verify the previous theories and the assumptions put forward,this paper carried out a small sample pre-survey at the initial stage to test the reliability of all the scales.The results show that after passing through,a formal questionnaire study can be conducted later.After confirming the questionnaire data analysis,the theory is supported.The main conclusions of this study are:First,internal communication and internal motivation in the internal marketing dimension have significant positive effects on the quality of service,but the authorized participation dimension has no significant impact on the quality of service;Second,each dimension of internal marketing is loyal to employees,only authorized participation has no effect on employee loyalty;Third,employee loyalty has a significant positive impact on service quality;Fourth,employee loyalty plays an intermediary role between internal marketing dimension and service quality.Fifth,organizational trust is regulating the relationship between employee loyalty and service quality.