|
KMID : 0613620170370010515
|
|
Health Social Welfare Review
2017 Volume.37 No. 1 p.515 ~ p.542
|
|
|
The Influence of Internal Marketing on Customer Orientation and Job Stress in General Hospital Nurses: Focused on the Mediating Effects of Organizational Communication Satisfaction
|
|
Je Nam-Yi
Han Ji-Young
|
|
|
Abstract
|
|
|
The aim of this study was to identify the influence of internal marketing on customer orientation and job stress of nurses, focusing on the mediating effect of organizational communication satisfaction. The participants in this study were 236
registered nurses working in 2 general hospitals located in B City. The data were collected using structured self-report questionnaires and analyzed using descriptive statistics, t-test, ANOVA, Scheffe test, Pearson correlation coefficient, Simple and Multiple Regression with the SPSS WIN 23.0 program. Internal marketing was in positive correlation with customer orientation and organizational communication satisfaction and job stress was negative correlation with organizational communication satisfaction. Organizational communication satisfaction showed perfect mediating effect on the relationship between internal marketing and customer orientation. It had partial mediating effect on the relationship between internal marketing and job stress. In this study, internal marketing had significant influences on nurses' customer orientation and job stress via organizational communication satisfaction. Thus it would be necessary to develop effective strategies which could enhance the organizational communication satisfaction in order to improve nurses' internal marketing.
|
|
|
KEYWORD
|
|
|
Nurse, Internal Marketing, Job Stress, Organizational Communication Satisfaction, Customer Orientation
|
|
|
FullTexts / Linksout information
|
|
|
|
|
|
Listed journal information
|
|
|