Abstract:

The rapid developments in the service sector over the last years are an indication of the importance given to the service within the sector topic. Businesses benefit from a variety of services to adapt to ever-changing and evolving environmental conditions. Due to sectoral differences, services are changing according to sectors. There is also a growing demand in the field of healthcare institutions, such as the demand for service in each area. Here, the increasingly important service in health care institutions cannot negate the effects on employees' emotional commitment through internal marketing approach. When it is taken into consideration that employees in the service sector communicate directly with customers, the commitment of employees in healthcare organizations to the institutions becomes extremely important. Institutions are thought to be influential on emotional commitment, which is one of the sub-dimensions of organizational commitment by emphasizing employee satisfaction on the field of marketing. In this study, the effects of internal marketing on the emotional attachment of employees in health institutions were evaluated. According to the results of the research, satisfaction of employees who are internal customers of the institutions increases the emotional commitment and since it is the service sector, especially the employees who have high emotional commitment present high quality of service, performance and the contribution to the organization.

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