The Effect of Internal Marketing on Developing Career Creativity in the Yemeni Private Hospitals: A Field Study in Ibb City

Abstract

The study aimed to investigate the effect of internal marketing with its dimensions (employees' selection, training, motivation, empowerment, internal communication) on developing career creativity in the Yemeni private hospitals. The study used the descriptive analytical approach based on a questionnaire as the main tool for collecting adequate data. The study population was (1638) employees (administrative staff, medical staff) working in (12) private hospitals, while the sample was taken randomly containing (414) participants. The data was statistically analyzed using (SPSS V. 27) as well as (AMOS V. 26). The study came up with a set of results, the most important of which is that the level of the availability of internal marketing in hospitals in the field of study was moderate, with an average of (4.70) and a standard deviation of (1.031), and percentage of (67.1%). The results of the study also showed that the level of career creativity was moderate with an average of (5.00) and a standard deviation of (1.50), and a percentage of (71%). Moreover, the results showed that there was a statistically significant effect of internal marketing with four combined dimensions (employees' selection, empowerment, motivation, internal communication) on the development of career creativity in hospitals in the field of study, while the fifth dimension (training) has no effect in developing career creativity.