A Study on the Influence of Internal Marketing Factors for the Nurse's Organizational Commitment

내부마케팅요인이 간호사의 조직몰입에 미치는 영향

The purpose of this study was to provide basic information for developing effective marketing strategies of nursing organization by identifying the influence of internal marketing factors on the nurses' organizational commitment. The subjects of this study were 256 nurses who were working in the hospital over 1 year at three university hospitals which had more than 400 beds in seoul and kyung-gido. The data were collected by self-reporting questionnaires. The instruments used in this study were the communication form scale developed by Jo(1995), the welfare scale developed by researcher, the education training scale developed by researcher, the organizational commitment scale developed by Mowday, Porter and Steers(1979). The data were analysed by the SAS package using frequency, percentage, mean, standard deviation, Pearson's correlation coefficient and stepwise multiple regression. The results of this study were as follows; 1. In mean score of internal marketing factors in nursing organization, horizontal communication was 3.42, downward communication 3.32, involvement communication 3.08, upward communication 3.00, education training 2.54, welfare 2.51. The meas score of organizational commitment was 3.00. 2. Organizational commitment was positively correlated with upward communication(r=0.48, p=0.0001), education training(r=0.42, p=0.0001), horizontal communication(r=0.36, p=0.0001), welfare(r=0.34, p=0.0001), involvement communication(r=0.25, p=0.0001) of internal marketing factors in nursing organization, but was negatively correlated with downward communication(r=-0.20, p=0.0014). 3. The major internal marketing factors which influence organizational commitment was upward communication. Upward communication explained 23% of organizational commitment. If education training, horizontal communication, welfare and downward communication were added, 38% of the variance would be explained. In conclusion, the results of this study showed that the higher upward communication level among the internal marketing factors was doing more important role in nurses' organizational commitment. Therefore, for improvement of nurses' organizational commitment, it is important to improve upward communication and to develop the education training program among the internal marketing factors.