Motivational Orientation as an Internal Marketing Tool in Service Training: A Study of Service Delivery in a Hospital

Abstract

This research analyzes the various socio-psychological orientations of hospital service employees towards servicetraining in the Imam Khomeini hospital, Tehran, Iran. The study focuses on instrumental and integrativeorientations of employees in taking service training. In order to determine the employees’ tendency towards thementioned orientations, a sample of 255 employees was given a questionnaire based on Gardner’sAttitude/Motivation Test Battery (AMTB). Findings of the present study shows that the hospital employees areboth instrumentally and interactively oriented towards service training. This study of socio-psychologicalvariables of the employees provides additional insights in better identifying motivational challenges and takingmore realistic perspectives about the service training as an instrument of internal marketing (IM). Finally,suggestions for managers and some recommendations regarding future researches in this area have beenhighlighted.