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KMID : 1023420120120010015
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Journal of Dental Hygiene Science
2012 Volume.12 No. 1 p.15 ~ p.22
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The Effect of the Intramural Marketing Activities in Dental Hygienist` on Job Satisfaction and Turnover Intention in Dental Hygienist
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Lee Chun-Sun
Lim Soon-Hwan
Han Ji-Hyoung
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Abstract
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The purpose of this study was to examine the impact of internal marketing on the job satisfaction and turnover intention of dental hygienists. A self-administered survey was conducted on the selected dental hygienists, and the statistical package SPSS 12.0 was employed to analyze the collected data. The findings of the study were as follows: 1. The performance of internal marketing took place more often among the dental hygienists who belonged to the other workplaces. Those who had three to less than five years of experience at their current workplaces were more aware of the importance of education and training. 2. The dental hygienists who were aged between 26 and 35 and who belonged to the other workplaces and who had five to less than 10 years of experience in total expressed the best job satisfaction. And the strongest turnover intention was found among those who had one to less than three years of experience in total or at the current workplaces. 3. As a result of analyzing the correlation of those variables, better performance of internal marketing led to better job satisfaction, and better performance of internal marketing and higher job satisfaction led to less turnover intention. 4. The factors of internal marketing performance that exerted an influence on job satisfaction were communication and welfare benefits, and the variables that affected turnover intention were education/training and the reward system that belonged to the performance of internal marketing.
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KEYWORD
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Dental Hygienist, Intramural Marketing Activities, Satisfaction, Turnover Intention
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