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KMID : 0614820070130020231
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Journal of Korean Academy of Nursing Administration
2007 Volume.13 No. 2 p.231 ~ p.241
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The Effects of Clinical Nurse’s Internal Marketing on Job Satisfaction, Turnover Intention, and Customer Orientation
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Choi Jung
Ha Na-Sun
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Abstract
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Purpose : The purpose of this study was to identify the effects of nurse’s internal marketing on job satisfaction,
turnover intention, and customer orientation.
Methods : The subjects were 559 nurses were working in 3 general hospitals. The data were collected from October 20 to November 15, 2006. For data analysis, descriptive statistics, Pearson correlation coefficient, stepwise multiple regression were used.
Results : The mean score of the total internal marketing was 2.68, communication 3.03, vacation and suspension from office 2.64, education and training 2.60, reward system 2.56, work environment 2.53, and employment benefits 2.38, total job satisfaction was 2.96, turnover intention was 3.10, and customer orientation was 3.76. ‘Internal marketing’, and total subcategories of internal marketing were positively related to job satisfaction. ‘Internal marketing’, and total subcategories of internal marketing were negatively related to turnover intention. ‘Internal marketing’, ‘communication’, ‘vacation and
suspension from office’, ‘education and training’, and ‘work environment’ were positively related to customer
orientation.
Conclusion :Through this results, to increase job satisfaction and customer orientation and to decrease
turnover intention, it is necessary to concentrate on improving internal communication and reward system in the
internal marketing strategy.
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KEYWORD
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Marketing, Job satisfaction, Personnel turnover, Nurses
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