Marketing and Its Impact on Service Quality in the Healthcare Industry of Pakistan

  • Saqib Mehmood Department of Administration, COMSATS University Islamabad, Wah Cantt, Pakistan
  • Muhammad Umer Department of Management Science, COMSATS University Islamabad, Wah Cantt, Pakistan
  • Muhammad Mohsin Zahid Department of Management Sciences, COMSATS University Islamabad, Wah Cantt, Pakistan
  • Ahsen Maqsoom Department of Civil Engineering, COMSATS University Islamabad, Wah Cantt, Pakistan
Keywords: Internal marketing, internal service quality, external service quality, healthcare, marketing, employee retention


The quality of healthcare services in every society has been a dire need across each era. The effective implementation of which is only possible if the healthcare workers get provided with a suitable environment to perform their duties in. Considering this, the current study determines the impact of internal marketing on the quality of external services delivered to the patients in the labor-intensive healthcare industry of Pakistan. Further, the mediatory role of internal service quality between the said variables is taken into account. The survey-based study was conducted in the twin metropolitans of Pakistan (Islamabad & Rawalpindi). The collected data from 500 individuals comprised of internal customers i.e. doctors, staff members, and external customers i.e. patients, of the public sector as well as private sector hospitals. The study conclusively suggested a significantly positive impact of internal marketing over the external service quality; in both service sectors. Though the public-sector healthcare organizations were found to be comparatively more effective in the implementation of service quality delivered to its customers, in contrast to the private sector healthcare institutions.


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How to Cite
Saqib Mehmood, Muhammad Umer, Muhammad Mohsin Zahid, & Ahsen Maqsoom. (2022). Marketing and Its Impact on Service Quality in the Healthcare Industry of Pakistan. International Journal of Business and Society, 23(2), 1267-1285.