The impact of internal marketing and job satisfaction on service quality in the public health sector: the case of Zimbabwe.
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.
Doctoral Degree. University of KwaZulu-Natal, Pietermaritzburg.