%0 Journal Article
%T Applying Importance-Performance Analysis for Improving Internal Marketing of Hospital Management in Taiwan
%A Yu-Chuan Chen
%A Shinyi Lin
%J International Business Research
%D 2013
%I 
%R 10.5539/ibr.v6n4p45
%X 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.
%U http://www.ccsenet.org/journal/index.php/ibr/article/view/25621