The Role of Internal Marketing in Korea’s Public Medical Sector

Abstract

This paper discusses how the concept of internal marketing (IM) can be applied to achieve a competitive advantage within the public medical sector in Korea. We suggested that internal marketing is a fundamental key factor in obtaining an organization's competitive advantage. We specifically examine relationships between IM, self-efficacy, internal customer satisfaction, service innovation, internal service quality, and competitive advantage. Based on the results, we suggest some academic and practical implications.