Abstract
Background: Human resources are the most valuable asset of organization. Therefore, organizations undertake to cost high for internal customers that lead to their satisfaction that results in developing the quality of products and services as well as achieving customer satisfaction.The aim: of this study is to develop an internal marketing strategy for faculty of nursing at Port Said University. Sample: the study is carried on all available internal customers of the faculty (n=378). Research design: An exploratory research designis 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, in addition internal marketing strategy as the fourth tool. Results: revealed that the most available element of the internal marketing among teaching staff, employees and students is the communication element, followed by supervision and scientific research support among teaching staff, supervision and safety measures among employees and supervision followed by achievement and rewards among students. Whereas, the lowest available element is the benefits among teaching staff, employees and students.Conclusion: availability of internal marketing elements at the faculty is moderately fulfilled. The highest mean score of it were among the teaching staff followed by students and employees. Recommendations:The study recommended that academic managers have to maximize their efforts and take the needed measures toward applying the developed internal marketing strategy.
Highlights
Achieving competitive advantage and maintenance of it has become one of the most important organization challenges nowadays
Of the teaching staff was agree that the elements of internal marketing are applied in the faculty.Slightly more than half of teaching staff (52.5%) was agree that the salary and benefits that are produced by the faculty satisfy their needs
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
Achieving competitive advantage and maintenance of it has become one of the most important organization challenges nowadays. Organizational managers should consider that the survival and profitability depends on understanding and appropriate relationship with the around environment. They have to look for a way for the organization's internal and external factors and use current opportunity in order to achieve competitive advantage against their competitors (Yashar, Soleyman& Hussein, 2013). Organization which can develop its strategy will get a champion in competition and create satisfaction of both internal and external customers (Susanti, Sule&Sutisna, 2015). Organizations undertake to cost high for internal customers that lead to their satisfaction that results in developing the quality of products and services as well as achieving customer satisfaction.The aim: of this study is to develop an internal marketing strategy for faculty of nursing at Port Said University. Results: revealed that the most available element of the internal marketing among teaching staff, employees and students is the communication element, followed by supervision and scientific research support among teaching staff, supervision and safety measures among employees and supervision followed by achievement and rewards among students
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
