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KMID : 0614819990050010063
Journal of Korean Academy of Nursing Administration
1999 Volume.5 No. 1 p.63 ~ p.76
Concept Development of Service Marketing Promotion in Nursing


Abstract
The main objective of this study was to develop a concept of service marketing prometion in nursing that is derived from the concepts of service marketing theory. This research was a descriptive study. at the factor isolation level. The principle of concept derivation suggested by \Valker and Avant (1988) and the Hybrid model suggested by Schwarz-Barcott and Kim (199:3) were employed as the research method. The data were collected from December. 1997 to April. 1998 at a large general hospital located in Seoul.
The procedi.n~es of this study were as follows:
First. at, the theoretical pha~c~ the meaning; attributes. and deliniti~~n of service marketing promotion were identified through an extensive revievr of the literature.
Second. at the empirical phase fieldwork was done to identity the promotional activities and events in nursing. Top nurse managers from ~ units (Director of Nursing, Head nurses of inpatient nursing unit, outpatient nursing unit. and home care nursing unit) were interviewed and the content of the interview was analyzed to identify the meaning and attributes of promotion in nursing. Other methods such as brochures and other audiovisual materials which were relevant to nursing promotion were used to supplement the interviews.
Finally, the results of the theoretical and empirical analyses were intergrated to develop a con-cept of service marketing in nursing practice.
A final definition of service marketing promotion in nursing was identified as follows.
1. Promotion as a marketing function in nursing service is concerned with communication to target markets on all information related to nursing se~~~ice in order to satisfy the objectives of both a nursing ser~-ice organization and the target markets.
2. The goals of nursing ser~~ice promotion include 1 i increasing visibility of nursing services and deli~ering~ the information on nursing services. 2) affirming the value of nursing ser~~ices, -so it can contribute to formulation of reimbursement policy for nursing ser~~ices. 3) advancing the general image of the nursing profe~~i~in and rnusing ser-~ices. -1 ~ achie~-ing and attaining a desirable positioning for nurses among health care professionals. and :~~~ creating and stimulating the demand for nUl¢¥>ln~ 3el¢¥C1Ce~.
3. In order to obtain these goals it is necessary to provide information on nursing services. to persuade target markets. to remind them about nursink; services. and to establish a collaborative relationship with related departments.
4. The tools used to carry out the above functions of promotion in nursing are the providing nursing services. public relations and publicity, QA of nursing, advertising, and sales promotion.
4. The target markets of nursing service include the nursing customer markets. the internal markets, the influence markets. the recruitment markets. the supplier markets. and the nursing referral markets.
In conclusion, the concept of promotion in other service marketing areas can be applied to the pro-motion of nursing service marketing. The promotion of r.~.ursing service marketing is more than just effective communication in nursing ser~~ice. it is the effer_tive use of the concepts of ser~-ice marketing promotion. Promotion of nursing ser~~ice ill con-tribute to create and e.Kpand nursing services.
KEYWORD
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