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首页> 外文期刊>International Journal of Business and Management >Motivational Orientation as an Internal Marketing Tool in Service Training: A Study of Service Delivery in a Hospital
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Motivational Orientation as an Internal Marketing Tool in Service Training: A Study of Service Delivery in a Hospital

机译：动机导向作为服务培训中的内部营销工具：医院服务提供的研究

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This research analyzes the various socio-psychological orientations of hospital service employees towards service training in the Imam Khomeini hospital, Tehran, Iran. The study focuses on instrumental and integrative orientations of employees in taking service training. In order to determine the employees’ tendency towards the mentioned orientations, a sample of 255 employees was given a questionnaire based on Gardner’s Attitude/Motivation Test Battery (AMTB). Findings of the present study shows that the hospital employees are both instrumentally and interactively oriented towards service training. This study of socio-psychological variables of the employees provides additional insights in better identifying motivational challenges and taking more 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 been highlighted.
机译：这项研究分析了伊朗德黑兰伊玛目霍梅尼医院对医院服务人员进行服务培训的各种社会心理取向。该研究侧重于员工接受服务培训时的工具性和综合性取向。为了确定员工朝上述方向发展的趋势，根据Gardner的态度/动机测试电池（AMTB），向255名员工进行了问卷调查。本研究的结果表明，医院员工在服务培训上既有工具性也有互动性。这项对员工的社会心理变量的研究为更好地识别动机挑战以及就服务培训作为内部市场营销（IM）的手段提供了更现实的观点，从而提供了更多的见解。最后，重点介绍了对管理人员的建议以及有关该领域未来研究的一些建议。

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