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KMID : 1023420140140010043
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Journal of Dental Hygiene Science
2014 Volume.14 No. 1 p.43 ~ p.50
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Effect of Internal Marketing Activities on Motivating Dental Hygienists
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Han Ji-Hyoung
An Eun-Suk
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Abstract
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The purpose of this study was to examine the influence of internal marketing activities on motivating dental hygienists in dental hospital in an effort to be of use for setting strategies geared toward boosting the productivity of dental hygienists. The findings of the study were as follows: Concerning internal marketing activities by general characteristics, the dental hygienists who received 4-year college or higher education received more education than the college graduates (p≤0.001). As for the leave system, the dental hygienists who worked in general hospitals (p=0.011) and sited in Chungcheongnam-do (p≤0.001) replied more leaves were provided. In terms of welfare benefits, there were significant differences in those regards according to the type of hospital (p=0.029) and service area (p≤0.001). As to the reward system, their responses about this system were similar to their responses about education & training, leaves and welfare benefits. The motivating factors consisted of 6 motivation factors and 10 hygiene factors. The motivation factors included an opportunities to develop ability and appropriate training to their work. The hygiene factors involved implement of policies and procedures, work environments, relationship with colleagues. Regarding awareness of the motivation factors by general characteristics, there were differences in that aspect according to age (p=0.043), and their awareness of the hygiene factors was different according to service area (p=0.038). As a result of analyzing which factors affected motivating, the leave system (p=0.038) and communication (p=0.001) that belonged to the internal marketing activities were identified as the influential motivation factors. In terms of the hygiene factors, age and service area were influential among the general characteristics (p=0.047, p=0.045). Above findings of the study suggest that it will be possible for dental institutions to ensure successful management by conducting internal marketing activities tailored to the characteristics of their organizational members and by motivating dental hygienists especially through communication.
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KEYWORD
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Dental hygienists , Internal marketing , Motivation
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