Internal Marketing in Public Healthcare: A Catalyst for Improved Patient Care and Employee Satisfaction

Abstract

This paper explores the application of internal marketing (IM) as a strategic tool for gaining a competitive advantage in Korea's public medical sector. We argue that IM plays a pivotal role in enhancing organizational performance and achieving a competitive edge. Through an in-depth analysis, we investigate the relationships between IM, self-efficacy, internal customer satisfaction, service innovation, internal service quality, and competitive advantage. Our findings highlight the significant influence of IM on improving employee motivation, fostering innovation, and ensuring high-quality services, which ultimately contribute to the organization’s success in a competitive healthcare environment. The paper also emphasizes the importance of aligning internal marketing practices with the needs of employees, who are essential to delivering exceptional healthcare services. Finally, we provide both academic and practical insights, suggesting strategies for integrating IM into the public healthcare sector to enhance organizational effectiveness, improve patient care, and maintain a sustainable competitive advantage.