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KMID : 1023420160160010037
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Journal of Dental Hygiene Science
2016 Volume.16 No. 1 p.37 ~ p.44
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The Effect of Internal Marketing on Customer Orientation of Dental Hygienists
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Lee Byung-Ho
Kim Jung-Sool
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Abstract
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The purpose of this study was to reveal association between internal marketing and customer orientation. Internal marketing was composed ofempowerment, educational training, reward system, internal communication and management support. We thought these factors affect to theconsumer orientation. For this study, 191 dental hygienists in Busan, Ulsan and Kyungnam are participated in this study. The data were analyzedwith descriptive statistics, t-test, ANOVA, pearson’s correlation coefficients, and stepwise multiple regression analysis with SPSS 18.0 program. In conclusion, we obtained the next results. First, the mean of internal marketing behavior was 3.22 out of 5. In terms of sub-domain, educationaltraining (3.88) is the highest, followed by empowerment (3.35), internal communication (3.10), management support (3.05) and reward system(2.79). Second, the internal marketing factors of internal communication, reward system orientation, management support, empowerment, andeducational training had positive correlations with customer orientation (r=0.189∼0.381). Third, the influencing factor in customer orientation wereeducational training (?=0.277) and empowerment (?=0.276), adjusted R2=0.202. As dental patients’ desire to medical service quality becomesdiversified, the analysis result is considered to help the future dental service management.
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KEYWORD
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Customer orientation, Dental hygienists, Marketing
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