The relationship between internal marketing and the organizational commitment of doctors and nurses at Mardi Waluyo Hospital, Metro Lampung Indonesia

AbstractBackground: The quality of a hospital's service is strongly associated with its human resources performance. Employees’ performance will improve if they have a commitment to the organization employing them. A way to enhance this organizational commitment is by internal marketing. Internal marketing is a method to motivate, develop, and retain employees in order to achieve a quality of service and fulfill customers’ expectations. As the biggest private hospital in Kota Metro, Lampung, Indonesia Mardi Waluyo Hospital is facing the challenge of increasing patient numbers, and thus an increasing employees’ workload, especially for the doctors and nurses. Another factor is that there are only a few doctors and Mardi Waluyo Hospital has a regulation forbidding its employees from working in other places. In this situation, an organizational commitment from the doctors and nurses is required. Human resources management, through internal marketing, can be a solution to create capable, efficient, and commit...