Modeling Internal Marketing and Employee Loyalty: A Quantitative Approach

Yu-Chuan Chen, Shinyi Lin

Abstract


This study develops a structural model and tests it in a hospital to identify how internal marketing quality influences employee organizational loyalty. Data were collected from 240 respondents from a private hospital in Taiwan. All survey information was coded for statistical analyses and entered into a computer database. The data were analyzed using descriptive statistics, factory analysis, and structural equation modeling (SEM). SEM analysis indicated a good fit between the hypothesized model and the sample data. Results indicated a significant path coefficient of .63 between internal marketing and employee loyalty. The test results show the strong role of internal marketing on employee loyalty.

Full Text: PDF DOI: 10.5539/ass.v9n5p99

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This work is licensed under a Creative Commons Attribution 3.0 License.

Asian Social Science   ISSN 1911-2017 (Print)   ISSN 1911-2025 (Online)

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