Endomarketing as a service quality strategy of Public Health Institutions: A study of user behavior

Abstract

Procurement for the provision of health services in Ecuador is growing and of vital importance for society. The research objective is to investigate how inadequate endomarkeitng strategies affect the provision of health services in users of public hospitals. The study had theoretical and empirical methods, the approach was quantitative. The research design was correlational. The study population was 96 internal clients. The technique for data collection was the survey whose instrument (questionnaire) is made up of 18 items. The results when performing the seven editions in the mutltivariable linear regression model, with adjusted R squared of each model, were: commitment (50.1 %); remuneration (87 %); work environment (68.8 %); compliance (58.7 %); initiatives (63.9 %); resources (71 %) and service (77.2 %); which indicate the influence on the service provision variable (dependent variable). In other words, by influencing the variation factors, the quality of the service will be superior.