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KMID : 0388320120190040519
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Journal of Korean Academy of Fundamental Nursing
2012 Volume.19 No. 4 p.519 ~ p.527
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Factors Influencing Customer Orientation of Nurses
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Do Eun-Su
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Abstract
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Purpose: This study was done to identify the factors influencing customer orientation of nurses.
Method: The participants were 505 nurses who were working in 13 hospitals. Data were collected with structured questionnaires in Feb., 2012, and analyzed using descriptive statistics, t-test, one way- ANOVA, Scheffe test, correlation coefficient, and hierarchical regression with PASW (SPSS) 18.0 program.
Result: The average score for internal marketing was 3.07 points, for job satisfaction, 3.06 points, for organizational commitment, 3.25 points, and for customer orientation, 3.53 points. Customer orientation was positively correlated with internal marketing, job satisfaction and organizational commitment. The significant predictors of customer orientation were professionalism, interaction with job satisfaction, affective commitment, continuous commitment to organizational commitment and length of career. These variables had an explanatory power of 45.2%.
Conclusions: The study findings suggest that internal marketing, job satisfaction, and organizational commitment should be reinforced to improve the customer orientation of nurses
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KEYWORD
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Internal marketing, Job satisfaction, Organizational commitment, Customer orientation
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