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Abstract

This study investigates the impact of internal marketing on job satisfaction within OSC Hospital and Kadayhtay Hospital in North Okkalapa. Quantitative research method is applied in this study. This study uses both primary data and secondary data. There are 57 permanent office staff in OSC Hospital and Kadayhtay Hospital in North Okkalapa. Among them, 50 office staff are selected to collect the primary data by using simple random sampling method. Secondary data are gathered from documents of hospitals and relevant papers. Descriptive statistics and multiple regression analysis are used to analyze the data. According to the multiple regression analysis, a robust relationship between internal marketing factors and employee satisfaction. The coefficients analysis highlights the positive impact of employee recognition and rewards and career growth and development opportunities on employee satisfaction, reinforcing their crucial role within the internal marketing framework. This study suggests that OSC Hospital and Kadayhtay Hospital in North Okkalapa should emphasize the importance of consistent practices in communication and information sharing, work-life balance initiatives, employee recognition and rewards, career growth and development opportunities to enhance the overall employee experience.

Author: THANT ZAW OO