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KMID : 1020220200200020189
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Journal of Korean Society of Dental Hygiene
2020 Volume.20 No. 2 p.189 ~ p.196
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Factors influencing the customer orientation of clinical dental hygienists
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Do Yu-Jeong
Min Hee-Hong
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Abstract
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Objectives: This study aims to investigate the impact of clinical dental hygienists on customer orientation and prepare basic data for the rational and efficient human resource management of dental hygienists.
Methods: A self-reported questionnaire was completed by 220 dental hygienists from July 7 to August 8, 2019. Data were analyzed using the IBM SPSS Statistics 22.0 program with a significance level of 0.05.
Results: The customer orientation of clinical dental hygienists was 4.09, internal marketing was 3.10, organizational citizenship behavior was 3.97, and self-efficacy was 3.91. The variables that most influenced their turnover intention were those related to organizational citizenship behavior. These factors showed a 28.8% variance among dental hygienists.
Conclusions: This study recommends the development and application of a program that enhances dental hygienists’ customer orientation, recognizes them as internal clients, and improves dental productivity.
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KEYWORD
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Customer orientation, Dental hygienists, Internal marketing, Organizational citizenship behavior, Self-efficacy
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