The Role of Technologies in Relationship Management and Internal  Marketing: a preliminary contribution

Santos, Vasco

http://hdl.handle.net/10400.26/50483

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Authors

Santos, Vasco

Abstract(s)

Purpose: The present study aims to understand the impact and the role of technologies in a hospital context, and in relationships management from an internal perspective (internal marketing). Based on a case study, the investigation also aims to analyze how internal communication is carried out between employees as well as employees and managers. Methodology: Following a qualitative approach, semi-structured interviews were conducted with five employees of the health institution (two nurses, a lawyer, a data analyst and a computer technician), and a focus group with eight employees also of Braga Hospital (four nurses, a computer technician, an administrative, an operational assistant, and a technical / administrative assistant). Originality: Connecting the notion of health information systems with the concepts of Internal Marketing, Internal Communication and Relationship Management, this study highlights, through a specific case, the way hospitals have tried to follow and adjust to both society’s evolution and exponential technological advance. Through investments at technological level, the goal is to facilitate health professional´s work and consequently the care provided to patients. Findings: Leadership management increasingly assumes responsibility, with special importance regarding management and internal marketing management (i.e. relationship between company and employees), which can promote feelings of affection, satisfaction, and loyalty at management teams’ level. Practical implications: This study contributed to the discussion and a better understanding of technology management, internal marketing/communication, and its importance in a hospital context, the reality of Braga Hospital, which can serve as a reference for other hospitals. Limitations: The present study followed an entirely qualitative approach, therefore its difficult the generalization of results since the sample was non-probabilistic and subject to a certain research context.