J Korean Acad Fundam Nurs.  2012 Nov;19(4):519-527.

Factors Influencing Customer Orientation of Nurses

• Do ES

Abstract

PURPOSE
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.

Keyword

Internal marketing; Job satisfaction; Organizational commitment; Customer orientation

MeSH Terms

Job Satisfaction
Marketing
Orientation
Surveys and Questionnaires