Influence of Internal Marketing Perception, Empowerment, and Job satisfaction on Customer Orientation of Clinical Nurses / 한국직업건강간호학회지

ABSTRACT

PURPOSE: This descriptive study attempted to identify the influence of internal marketing perception, empowerment, and job satisfaction on customer orientation of clinical nurses. METHODS: The subjects were 411 nurses with over one year working experience in a university hospital, located in I-city. The data were collected from April 20 to 30, 2012. using a self-report questionnaire. The data were analyzed using hierarchical multiple regression with the SPSS/WIN 17.0 program. RESULTS: There were significant differences in customer orientation depending on general characteristics(age, marital status, education, position, clinical experience, and department). Internal marketing perception, empowerment, and job satisfaction correlated with customer orientation. As the results of hierarchical multiple regression analysis for impact factors on nurses' customer orientation show, factors are the outpatient department in working places(beta=.10), education and training in internal marketing perception(beta=.12) and empowerment(beta=.44), which accounted for 31.1% of customer orientation. CONCLUSION: Therefore, nurse managers should identify the needs to perceive nurses as internal customers, and the internal marketing strategy should be performed to empower nurses. Also, it is needed to place nurses with high customer orientation at the outpatient department.