Abstract:
The increasing drought of qualified nurses in the healthcare industry is now a global phenomenon. The pressure to retain qualified nurses is now strongly felt by both the industry and the academia. Therefore, the objective of this paper is to analyze the direct effects of Internal Marketing (IM) on nurse job satisfaction and the moderating effects of organizational culture. The results confirmed the impact of Internal Marketing dimensions on job satisfaction except empowerment. Contrary to previous studies, Hierarchal organizational culture is perceived positively in the implementation of IM. Moreover, the relationship between certain organizational cultures and IM dimensions is found to be non-linear in nature.
