J Korean Acad Nurs Adm.  2021 Jan;27(1):64-73. 10.11111/jkana.2021.27.1.64.

Influence of Internal Marketing Perception on Customer Orientation and Organizational Citizenship Behavior of Nurses

• Kim ES
• Kim SY

• KMID: 2525914
• DOI: http://doi.org/10.11111/jkana.2021.27.1.64

Abstract

Purpose
The purpose of this study was to identify the influence of the internal marketing perception on customer orientation and the organizational citizenship behavior of clinical nurses.
Methods
The participants were 184 nurses working in 3 tertiary hospital in B city and Y city in South Korea. Data were analyzed using descriptive statistics, ANOVA, Scheffé test, Pearson's correlation coefficients and stepwise multiple regression with SPSS/WIN 25 program.
Results
The mean score for the total internal marketing was 2.85 points. Internal marketing of nurses had a statistically significant positive correlation with customer orientation (r=.44, p<.001) and organizational citizenship behavior (r=.39, p<.001). Communication of internal marketing had significant influences on customer orientation (β=.49) and organizational citizenship behavior (β=.41).
Conclusion
These results suggest a need to increase efforts of hospital organizations to increase internal marketing. Further, in order to enhance customer orientation and organizational citizenship behavior, strategies for improving internal marketing and promoting communication should be established.

Keyword

Internal marketing; Customer orientation; Organizational citizenship behavior; Nurses