Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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The Effect of Perceived Internal Marketing and Customer Orientation on the Organizational Commitment of Nurses in Specialized Hospital

전문병원간호사가 지각한 내부 마케팅과 고객지향성이 조직몰입에 미치는 영향

  • Lim, Kyoung-Min (Department of Nursing, Choonhae College of Health Sciences) ;
  • Jo, Eun-Joo (College of Nursing, Kosin University) ;
  • Kwon, Jeong-Ok (Department of Nursing, Choonhae College of Health Sciences)
  • 임경민 (춘해보건대학교 간호학과) ;
  • 조은주 (고신대학교 간호학과) ;
  • 권정옥 (춘해보건대학교 간호학과)
  • Received : 2016.02.04
  • Accepted : 2016.03.03
  • Published : 2016.03.31
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Abstract

This study examined the effects of internal marketing and customer orientation on the organizational commitment of nurses in specialized hospitals. This research was conducted from May 1 to 30, 2015 and involved 149 nurses at 5 specialized hospitals in Busan, The collected data were analyzed by descriptive statistics, t-test, ANOVA, Scheffe's test, Pearson correlation coefficients, stepwise multiple regression by the SPSS WIN 18.0 program. As a result, there were significant differences in the organizational commitment according to age, marital status, education, clinical experience, position, work shift, working unit, number of beds, and experience of participation for employee satisfaction survey. Organizational commitment was positively related to the internal marketing. In addition, there was a positive correlation between the organizational commitment and customer orientation. Meaningful variables that influenced the organizational commitment were internal marketing, working unit, education, and position. The total explanation power was 58.5% and the internal marketing was the most influential factor. In conclusion, to enhance the organizational commitment of nurses working in specialized hospitals, educational opportunities need to be provided to increase the professionalism of nurses, and efforts will be needed to improve the working environment and develop internal marketing strategies, such as regular satisfaction surveys.

본 연구는 전문병원 간호사가 지각한 내부마케팅과 고객지향성이 조직몰입에 미치는 영향을 규명하기 위한 서술적 조사연구이다. 대상자는 B광역시 소재 5개 전문병원에서 6개월 이상 근무한 간호사 149명이며, 자료수집기간은 2015년 5월 01일에서 2015년 5월 30일까지였다. 수집된 자료는 t-test, ANOVA, Scheffe's test, Pearson's correlation coefficients와 multiple regression으로 분석하였다. 연구결과 대상자의 조직몰입 정도는 연령, 결혼유무, 교육정도, 임상경력, 직위, 근무형태, 근무부서, 병상 수, 내부고객만족조사 유무에 따라 통계적으로 유의한 차이가 있었다. 조직몰입은 내부마케팅과 높은 상관관계가, 고객지향성과는 낮은 상관관계가 있는 것으로 나타났고 통계적으로 유의하였다. 조직몰입을 설명하는 유의한 변수는 내부마케팅, 근무부서, 교육정도, 직위 순이었고, 전체 설명력은 58.5%이었다. 따라서 전문병원 간호사의 조직몰입을 높이기 위해서는 간호사의 전문성을 높이기 위한 교육의 기회를 제공하고, 근무환경을 개선하며, 정기적인 만족도 조사를 실시하는 등의 내부마케팅 전략의 개발이 필요하다.

Keywords

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