Abstract
Background: The aim of this study was to assess the availability of internal marketing elements among internal customers of the Faculty of Nursing, Port Said University. Sample: the study was carried on all available internal customers of the faculty (n=378). Research design A descriptive research design was utilized. Data collection tools: data are collected using three tools: to assess the availability of internal marketing elements for teaching staff, employees and nursing students.Results: revealed that the most available element of the internal marketing among teaching staff, employees and students is the communication element(76.5%, 69.1%, 72.1% retrospectively), followed by supervision (75.1%) and scientific research support among teaching staff(73.2%), supervision and safety measures among employees (67%) and supervision and achievement and rewards among students (70.7%). Whereas, the lowest available element is the benefits among teaching staff, employees and students (52.5%, 43.5%,68.2% retrospectively). Conclusion: availability of internal marketing elements at the faculty is moderately fulfilled. The highest mean score of it were among the teaching staff (70.6%) followed by students(69.5%) and employees (62.3%). Recommendations:The study recommended that academic managers have to develop an internal marketing strategy for Faculty of Nursing at Port Said University.
Highlights
Customer Satisfaction is the most important gadget which makes an organization survive and face the competition
The lowest available element is the benefits among teaching staff, employees and students (52.5%, 43.5%,68.2% retrospectively)
Regarding the total availability of total internal marketing elements at the faculty of nursing, Port Said University, the findings indicated that availability of internal marketing elements among teaching staff is the highest total of availability, followed by students and employees
Summary
Customer Satisfaction is the most important gadget which makes an organization survive and face the competition. It is clear that any sustainable competitive advantage for universities is via the staff (Shima & George, 2014), and in organization they have been called internal marketing (Falavarjani et al, 2013). The aim of this study was to assess the availability of internal marketing elements among internal customers of the Faculty of Nursing, Port Said University. Sample: the study was carried on all available internal customers of the faculty (n=378). Data collection tools: data are collected using three tools: to assess the availability of internal marketing elements for teaching staff, employees and nursing students.Results: revealed that the most available element of the internal marketing among teaching staff, employees and students is the communication element(76.5%, 69.1%, 72.1% retrospectively), followed by supervision (75.1%) and scientific research support among teaching staff(73.2%), supervision and safety measures among employees (67%) and supervision and achievement and rewards among students (70.7%). The lowest available element is the benefits among teaching staff, employees and students (52.5%, 43.5%,68.2% retrospectively)
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