An Empirical Investigation of the Impact of Commitment and Trust on Internal Marketing
ABSTRACT This article seeks to explore the impact of commitment and trust on internal marketing effectiveness within the hospital industry. The study was exploratory in nature and was conducted using the case study methodology. It involved 10 cases in the hospital industry, and a total of 20 interviews were conducted. Results revealed that both commitment and trust played a moderating role in five of the key tasks (i.e. training, motivation, company vision/goals, co optation, and communication) of effective internal marketing.