J Korean Acad Nurs Adm.  2014 Mar;20(2):167-175.

Factors Associated with Customer Orientation and Nursing Productivity

• Yeo AR
• Lee H
• Jin H

Abstract

PURPOSE
The purpose of this study was to identify the levels of customer orientation in nurses whose work experience was between 1 and 5 years and to examine factors associated with customer orientation and nursing productivity.
METHODS
For this descriptive correlational study, nurses (N=164) were recruited from a University Hospital in B city, from November 1 to 23, 2012. Questionnaires included measures of customer orientation, nursing productivity, organizational commitment, job stress, and turnover intention. Data were analysed with the SPSS/WIN 18.0 program using descriptive statistics, t-test, ANOVA, Pearson correlation coefficient, and stepwise multiple regression.
RESULTS
The mean age of participants was 25 years, 96% were single, and 54.9% had a bachelor degree. Organizational commitment (beta=.387) and job stress (beta=.280) significantly explained the variance in customer orientation (R2=15.8). Customer orientation (beta=.479), education level (beta=.196), and turnover intention (beta=-.184) significantly explained the variance in nursing productivity (R2=35.3). Customer orientation was the most important factor in explaining the variance in the nursing productivity.
CONCLUSION
This study highlighted the relationship between customer orientation and nursing productivity. Improving the customer orientation could result in increasing nursing productivity. Future managerial intervention to improve customer orientation is warranted.

Keyword

Customer orientation; Productivity; Organizational commitment; Job stress; Turnover intention

MeSH Terms

Education
Efficiency*
Efficiency, Organizational
Intention
Nursing*
Surveys and Questionnaires

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