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Applying Importance-Performance Analysis for Improving Internal Marketing of Hospital Management in Taiwan

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Author(s): Yu-Chuan Chen | Shinyi Lin

Journal: International Business Research
ISSN 1913-9004

Volume: 6;
Issue: 4;
Date: 2013;
Original page

ABSTRACT
Importance-performance analysis enables management to evaluate and identify the major strengths and weaknesses of a hospital’s key success factors. The author attempts to understand employee expectations and perceptions of hospital internal-marketing and shows the usefulness of the Importance-performance analysis grid in evaluating hospital internal-marketing benefits from employee perspectives in Taiwan. The author identified a list of 18 items from the internal-marketing literature reviews, and each item was rated using a 5-point Likert scale. Responses were obtained from 257 usable questionnaires. The importance-performance grid shows that 4 items fall into the “Keep up the good work” quadrant, 5 items fall into the “Concentrate here” quadrant, 4 items fall into the “Low priority” quadrant, and 5 items fall into the “Possible overkill” quadrant. The findings suggest that an internal-marketing orientation is necessary to better match organizational characteristics and enhance service quality. The results are useful in identifying areas for strategic focus to help hospital managers develop internal-marketing strategies.
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