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Gestión del marketing interno en los hospitales privados

Author

Listed:
  • Roberto Isaac Costales Montenegro
  • Irene García Rondón

Abstract

El artículo aborda la gestión del marketing interno en los hospitales privados. Se analiza conceptualmente el constructo marketing interno a partir de las definiciones de especialistas en el tema. Se concibe como principal efecto esperado de la gestión del marketing interno el compromiso organizacional de los clientes internos; razón por la que se analiza conceptualmente el término compromiso organizacional y se abordan los principales instrumentos para su medición. El análisis bibliográfico realizado permite definir la gestión de marketing interno para los hospitales privados, presentar una mezcla de marketing interno para estos intercambios, y desarrollar los ítems para evaluar el compromiso organizacional en este tipo de instituciones.

Suggested Citation

  • Roberto Isaac Costales Montenegro & Irene García Rondón, 2017. "Gestión del marketing interno en los hospitales privados," Revista Caribeña de Ciencias Sociales, Servicios Académicos Intercontinentales SL, issue 2017_03, March.
    • Handle: RePEc:erv:rccsrc:y:2017:i:2017_03:06
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