Development Of An Internal Marketing Strategy For Faculty Of Nursing At Port Said University

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.