Towards internal marketing practices in enhancing job engagement

Abstract

PurposeThe purpose of this study is to explore the contribution of internal marketing (IM) practices in enhancing job engagement in Jordanian hospitals. Four dimensions of IM are considered in this study, namely, employees empowerment, employees motivation, information sharing and work environment.Design/methodology/approachThe study adopts quantitative research design. In total, 200 self-administrated questionnaires are distributed to respondents in Jordanian hospitals using a convenient sample. Only 162 questionnaires were returned with a response rate of 81 per cent.FindingsThe study concludes that there is a significant effect of IM with its different dimensions on job engagement in Jordanian hospitals. However, employees’ motivation is the most important dimension for enhancing job engagement.Practical implicationsThe study recommends that Jordanian hospitals have to focus on IM practices that motivate, empower and retain their employees.Originality/valueThe study provides practical evidence about IM philosophy in human resources development in health-care services.