The impact of internal marketing and job satisfaction on service quality in the public health sector: the case of Zimbabwe.
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Date
2022
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Abstract
Despite the growing concern about service quality in the public health sector in the
developing world, studies focusing on internal marketing, job satisfaction and service quality in
the public health sector are significantly missing in Zimbabwe. The major purpose of this study was
to determine the influence of internal marketing and job satisfaction on service quality in the
public health sector of Zimbabwe. The current study sought to answer the following questions: What
is the influence of internal marketing on job satisfaction in the public health sector? What is the
impact of job satisfaction on service quality in the public health sector? And, what is the effect
of internal marketing on service quality in the public
health sector?
A pragmatic philosophy was adopted by the researcher in the current study, which resulted in
the use of a mixed-method approach. The mixed-method approach allowed the researcher to use
quantitative and qualitative techniques in the same study. A case study design was used, which
allowed the researcher to concentrate his efforts on public health workers at Chitungwiza Central
Hospital found to have an informed and deep understanding of internal marketing, job satisfaction
and service quality. In drawing the sample for the current study, the researcher used stratified
sampling to select both health workers and patient participants. Data was collected from a sample
of 573 participants who comprised 240 health employees and 333 patients using structured
questionnaires and interviews. Quantitative data was then tested using descriptive statistics,
multiple linear regressions, explanatory factor analysis, confirmatory factor analysis and
structural modelling.
The study ascertained that strategic rewards and organisational structure have a positive
relationship with job satisfaction; job satisfaction and service quality-patient are positively
related; job satisfaction and service quality and service quality-employee rated are positively
related; strategic rewards, organisational structure, organisational culture, and employee
empowerment have a statistically significant relationship with both service quality employee-
rated and patient-rated.
Description
Doctoral Degree. University of KwaZulu-Natal, Pietermaritzburg.