Dimensions of Internal Market Orientation Related to Job Satisfaction and Appreciation in Brazilian Healthcare Service

Evidence suggests that internal market orientation (IMO) assists companies in targeting their human resources (HR) and has been an important preceding concept in creating competitive advantages for the organizations (Gounaris, Journal of Services Marketing, 2008b, 22(1), 68-90). The objective of this research was to investigate which dimensions of IMO are related to the job satisfaction (JS) and appreciation (AP). The instrument for data collection was a structured questionnaire, which follows the model used by Gounaris (Journal of Business Research, 2006, 59(4), 432-448), and a descriptive quantitative research with 583 participants from a Brazilian healthcare company was conducted. The results of this empirical study found only three sub-dimensions, identification of exchange of value (D1M), job description (D5M) and management concern (D7M), as positively influenced with IMO. The survey indicated that the perception of the employees regarding the IMO is concentrated between 3 and 4 of the Likert scale, representing high levels of IMO in the sample and for JS and AP.