Formulation of Internal Marketing Strategy to Improve Nurses’ Work Engagement

Abstract

Human resource as the first market of any organization needs to be motivated, educated and maintained in organizations at all costs to be globally competitive. Internal marketing is an effective strategy to follow for increasing nurses' work engagement. Aim: This study aims to: formulate of internal marketing strategy to improve nurses' work engagement. Research design: A correlational descriptive research design used to carry out this study. Setting: This study was conducted at Sohag University Hospital. Sample: The study sample composed of 148 staff nurses were randomly selected from different units and departments. Tools: three tools used: the 1 st consisted of personal characteristics and a question "what are your suggestions to increase nurses work engagement?" the 2 nd is Utrecht Work Engagement Scale-9 and the 3 rd is internal marketing questionnaire.Results: most of the sample was 85.1% females and 81.8% had diploma of technical institute of nursing, were 64.9% married, 33.1% have 3-5 years of experience and 58.1% aged 25-< 35. Internal marketing and also nurses work engagement was low the mean and Std. deviation was 76.36±26.91 and 26.78±16.81 respectively. Conclusion There was highly statistical significance difference between low internal marketing in relation to low nurses work engagement. Recommendations: the hospital should adopt the internal marketing strategy to improve nurses' work engagement. Nurses' suggestions for work engagement should be considered. More research in nursing internal marketing should be conducted.