Internal Marketing Practices in Public Health Care Service Organization: In the case of Referral Hospitals in Amhara Region, Ethiopia

The aim of this article is assessing the current level of internal marketing practices of the public health care service organization specifically the referral hospitals which located in Amhara region, Ethiopia. The study is cross sectional l survey study design. An explanatory approach is also adopted, involving correlation of the professional group differences on their perception of internal marketing practices of the hospitals. Multilevel sampling was used to select three referral hospitals and 400 professional respondents from the selected hospitals. The data was collected by using self administered questionnaire. The data that collected in the above mentioned method were analyzed by descriptive statistics and the perception difference of professional group was evaluated by one way analysis of variance. The finding revealed that the public health care service organization internal marketing practices are below average level. And all group of professional have different perception about the practice of the hospitals.