Assessing the Impact of Internal Marketing on Sustainable Competitive Advantage: A Case of Kabul-based Health Sector of Afghanistan

Abstract

In today’s globalized and knowledge-based economy, organizations need to acquire competitive advantage in order to survive and prosper. With no doubt intangible assets, such as training and development and work support plays critical role for organizations to obtain competitive advantage over their rivals. In particular, providing high quality services are critically surviving issues for the organizations provide services. Thus, the current study investigated the relationship between internal marketing and sustainable competitive advantage targeting health sector, for this study we selected five leading government hospitals as a sample size among 14 in total of the population. Adopted questionnaires were distributed among 265 employees working in different positions. The key area in this study was internal marketing, sustainable competitive advantage, training and development, employee’s empowerment, reward system and internal communication. Furthermore, SPSS software was used to analyze collected data. The study accepted all hypotheses and explored positive relationship between given variables.