The Impact of Internal Marketing and the Moderating Role of Organizational Culture on Nurse Job Satisfaction

Internal Marketing and the Moderating Role of Organizational Culture on Nurse Job Satisfaction

Abstract

The increasing drought of qualified nurses in the healthcare industry is now
a global phenomenon. The pressure to retain qualified nurses is now strongly
felt by both the industry and the academia. Therefore, the objective of this
paper is to analyze the direct effects of Internal Marketing (IM) on nurse job
satisfaction and the moderating effects of organizational culture. The results
confirmed the impact of Internal Marketing dimensions on job satisfaction
except empowerment. Contrary to previous studies, Hierarchal
organizational culture is perceived positively in the implementation of IM.
Moreover, the relationship between certain organizational cultures and IM
dimensions is found to be non-linear in nature.