Impact of Internal Marketing on Job Satisfaction and Organizational Commitment: A Study of Teaching Hospitals in Saudi Arabia

Abstract

The purpose of this research is to examine the impact of internal marketing on job satisfaction and organizational commitment of the teaching hospitals in Kingdom of Saudi Arabia. The independent variables are internal marketing factors was represented by these variables namely selection and appointment, training and development, organizational support, incentives and motivation, and retention policy. The dependent variables were represented by and job satisfaction and organizational commitment. A structured questionnaire was distributed to a sample of 250 physicians representing all of the teaching hospitals in Saudi Arabia. This study was used the multiple regression analysis to show the impact of internal marketing on job satisfaction and organizational commitment. The research's findings showed that internal marketing (selection and appointment, training and development, organizational support, incentives and motivation, and retention policy) had a positive effect on Saudi teaching hospitals physicians' job satisfaction, and organizational commitment. This research will make a positive contribution in the direction of internal marketing factors and its impact on physicians' job satisfaction and organizational commitment in Saudi teaching hospitals in KSA.