The Impact of Internal Marketing on Health Crisis Management“A Case Study of Al-Assad University Hospital in Damascus”

Abstract

This study aimed to determine the impact of internal marketing dimensions (job satisfaction, teamwork) on health crisis management from the perspective of doctors and nurses at Al-Assad University Hospital in Damascus, the study adopted the positivism philosophy and the deductive approach, with reliance on the questionnaire as a tool for collecting the required data from the respondents, and it was distributed to a random sample consisting of /280/ doctors and nurses, and then analyzed using the SPSS V.24 statistical program.

The results revealed that there is a statistically significant effect of internal marketing through its dimensions (job satisfaction, teamwork) on health crisis management, and that there is a greater impact of teamwork than job satisfaction on managing these crises, the researcher recommended increasing interest in internal marketing because of its impact on raising the hospital's ability to manage

health crises, by considering employee satisfaction as one of the top priorities of hospital management and promoting the culture of teamwork.