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Open Access Highly Accessed Research article

The effect of internal marketing on job satisfaction in health services: a pilot study in public hospitals in Northern Greece

Efthymios Iliopoulos1* and Constantinos-Vasilios Priporas2

Author Affiliations

1 Orthopaedic Department, General Hospital of Veria, 59100 Veria, Greece

2 University of Macedonia, Department of Marketing and Operations Management, 58200 Edessa, Greece

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BMC Health Services Research 2011, 11:261  doi:10.1186/1472-6963-11-261

Published: 9 October 2011



The purpose of this study was to explore the effect of internal marketing on job satisfaction in health services, particularly in public hospitals in Northern Greece.


A questionnaire with three sections was used. The first one referred to internal marketing by using Foreman and Money's scale, while the second one contained questions on job satisfaction based on Stamps and Piermonte's work. The last section included demographic questions. Three categories of health care professionals, nurses, doctors and paramedic personnel working in public hospitals have participated.


Doctors tend to be more satisfied with their job than nurses in the same hospitals. Male personnel also tend to be more satisfied with their job than female. Time-defined work contract personnel have a greater level of job satisfaction than permanent personnel. Marital status, position, and educational level have no statistically significant impact on job satisfaction. A slight decline in job satisfaction occurs as the personnel age.


Internal marketing has a positive effect on the job satisfaction of hospital staff in Northern Greece. Also, doctors and male personnel seem to have greater levels of job satisfaction. Staff with time-defined work contracts with the hospital are more satisfied than permanent staff, and as the staff age, there is a slight decline in job satisfaction.