Work

Motivational Orientation as an Internal Marketing Tool in Service Training: A Study of Service Delivery in a Hospital

Year: 2011

Type: article

Abstract: This research analyzes the various socio-psychological orientations of hospital service employees towards servicetraining in the Imam Khomeini hospital, Tehran, Iran. The study focuses on instrumental and integrativeorientations of employees in taking service training. In order to determine the employees’ tendency towards thementioned orientations, a sample of 255 employees was given a questionnaire based on Gardner’sAttitude/Motivation Test Battery (AMTB). Findings of the present study shows that the hospital employees areboth instrumentally and interactively oriented towards service training. This study of socio-psychologicalvariables of the employees provides additional insights in better identifying motivational challenges and takingmore realistic perspectives about the service training as an instrument of internal marketing (IM). Finally,suggestions for managers and some recommendations regarding future researches in this area have beenhighlighted.

Source: International Journal of Business and Management

DOI: 10.5539/ijbm.v6n2p93

Authors: Rahim Mosahab, Osman Mahamad, T. Ramayah

Institution: Universiti Sains Malaysia

Language: English

Topic: Human Resource Development and Performance Evaluation

Subfield: Applied Psychology

Field: Psychology

Domain: Social Sciences

SDG: Good health and well-being

Open Access status: hybrid

Funder: Universiti Sains Malaysia