African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4046

Full Length Research Paper

The influence of internal marketing and job satisfaction on quality service delivery in a public health sector: A case study of a local government organization in Uganda

Gordon Otieno Ong’unya
  • Gordon Otieno Ong’unya
  • Department of Marketing, Faculty of Humanities, Business and Management, Busoga University, Uganda.
  • Google Scholar
John Baptist Kowa
  • John Baptist Kowa
  • School of Graduate Studies, Busoga University, Uganda.
  • Google Scholar
Aziz Wakibi
  • Aziz Wakibi
  • Department of Marketing and Management, Makerere University Business School, Uganda.
  • Google Scholar
Kassim Ssenyange
  • Kassim Ssenyange
  • Department of Marketing and Management, Makerere University Business School, Uganda.
  • Google Scholar


  •  Received: 13 March 2019
  •  Accepted: 25 April 2019
  •  Published: 14 May 2019

Abstract

The major objective of this study is to examine the combined influence of internal marketing and job satisfaction on quality health service delivery in Greater Iganga Local Government. A case study research strategy is used in which data are collected using self-administered questionnaire administered to 635 respondents. A sample of 127 health centres was drawn from a population of 205 health facilities from the Ministry of Health. Health directors, head of health facilities, district health inspectors, health educators, drug inspectors, laboratory administrators, human resource directors and drug inventory managers formed the unit of inquiry on internal marketing and job satisfaction while health service clients formed the unit of inquiry on the quality of health services offered. The responses were aggregated to the respective units of analysis. The time horizon of this study was two years spanning from 2016 to 2018. SPSS was used to perform correlation and regression analysis. The correlation results indicate that independently internal marketing and job satisfaction are positive and statistically significantly associated to quality health service delivery at r=0.695; p<0.001 and r=0.720; p<0.001 respectively. Furthermore, the combination between internal marketing and job satisfaction is positively and significantly associated with quality health service delivery (r=0.728; p<0.001). Results of the correlation analysis which showed that the relationship between the three study variables (internal marketing, job satisfaction and quality health service delivery) were positive and statistically significant were supported by results of the regression analysis. This resulted in the acceptance of the three research hypotheses.

 

Key words: Internal marketing, job satisfaction, service delivery, public health sector, local government.