Towards internal marketing practices in enhancing job engagement: Practical evidence from Jordanian hospitals

Abstract

Purpose

The purpose of this study is to explore the contribution of internal marketing (IM) practices in enhancing job engagement in Jordanian hospitals. Four dimensions of IM are considered in this study, namely, employees empowerment, employees motivation, information sharing and work environment.

Design/methodology/approach

The study adopts quantitative research design. In total, 200 self-administrated questionnaires are distributed to respondents in Jordanian hospitals using a convenient sample. Only 162 questionnaires were returned with a response rate of 81 per cent.

Findings

The study concludes that there is a significant effect of IM with its different dimensions on job engagement in Jordanian hospitals. However, employees’ motivation is the most important dimension for enhancing job engagement.

Practical implications

The study recommends that Jordanian hospitals have to focus on IM practices that motivate, empower and retain their employees.

Originality/value

The study provides practical evidence about IM philosophy in human resources development in health-care services.

Citation

Al-Weshah, G.A. (2019), "Towards internal marketing practices in enhancing job engagement: Practical evidence from Jordanian hospitals", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 13 No. 1, pp. 40-56. https://doi.org/10.1108/IJPHM-11-2017-0063