Internal Marketing in Portuguese Health Care

Daniela Azêdoa, Helena Alves, Walter Wymer


Our study replicates and extends prior research on internal marketing by adapting the Jou, Chou and Fu’s (20083) scale for the health care context. Our study includes a sample of 234 nurses, 135 from public hospitals using a traditional management model and 99 from long-term care units using a non-traditional management model. Our findings indicate that the IMS, when used to measure nurses’ perceptions of their organisations’ internal marketing orientation, was reliable. The findings also indicate a relatively low (mean = approximately 3.2 in a 7 point scale) perception of international marketing practices in our sample organisation.


Internal marketing; scale development; nurses; health care

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"Public Policy and Administration" ISSN online 2029-2872 / ISSN print 1648-2603