Journal of Korean Academy of Fundamentals of Nursing (기본간호학회지)

Korean Academy of Fundamentals of Nursing (기본간호학회)
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Factors Influencing Customer Orientation of Nurses

간호사의 고객지향성에 미치는 영향요인

  • Do, Eun Su (Department of nursing, Kyongbuk Science College)
  • 도은수 (경북과학대학교, 간호과)
  • Received : 2012.10.23
  • Accepted : 2012.11.25
  • Published : 2012.11.30
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Abstract

This study was done to identify the factors influencing customer orientation of nurses. Method: The participants were 505 nurses who were working in 13 hospitals. Data were collected with structured questionnaires in Feb., 2012, and analyzed using descriptive statistics, t-test, one way-ANOVA, Scheffe test, correlation coefficient, and hierarchical regression with PASW (SPSS) 18.0 program. Result: The average score for internal marketing was 3.07 points, for job satisfaction, 3.06 points, for organizational commitment, 3.25 points, and for customer orientation, 3.53 points. Customer orientation was positively correlated with internal marketing, job satisfaction and organizational commitment. The significant predictors of customer orientation were professionalism, interaction with job satisfaction, affective commitment, continuous commitment to organizational commitment and length of career. These variables had an explanatory power of 45.2%. Conclusions: The study findings suggest that internal marketing, job satisfaction, and organizational commitment should be reinforced to improve the customer orientation of nurses.

Keywords

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