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

  •  Rahim Mosahab    
  •  Osman Mahamad    
  •  T. Ramayah    


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

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