Journal of the Korea Society of Computer and Information (한국컴퓨터정보학회논문지)

Korean Society of Computer Information (한국컴퓨터정보학회)
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The Effects of Internal Marketing Perceived by Nurses on Self-Efficacy and Hospital Image

  • Shin, Seung-Hee (Gyeongsang National University Hospital) ;
  • Jung, Ji-Hee (Dept. of Distribution, Gyeongnam National University of Science and Technology) ;
  • Shin, Jae-Ik (Dept. of Distribution, Gyeongnam National University of Science and Technology)
  • Received : 2019.04.17
  • Accepted : 2019.05.28
  • Published : 2019.05.31
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Abstract

The purpose of this study was to investigate how internal marketing affects self-efficacy and hospital image in university hospital nurses. In addition, it was to identify which factors of internal marketing is the most important factor perceived by the nurses. The sample consisted of 228 nurses working in one university hospital located in Changwon city of Gyeongnam province. The measurements included internal communication (5 items), empowerment (5 items), reward (3 items), education and training (5 items), working environment (3 items), leadership (5 items), self-efficacy (5 items), and hospital image (8 items) based on a review of related previous studies. Survey data were analyzed employing SPSS version 20.0 and AMOS version 20.0. The nurses rated internal communication (0.887) of the internal marketing sub-factors the most important, while they evaluated working environment (0.802) the lowest. The internal marketing perceived by nurses has a positive effect on self-efficacy (0.476) and hospital image (0.674). Nurses' self-efficacy also had a positive effect on hospital image (0.226). The findings reveal that the managers should build a positive climate of internal marketing activities in order to enhance nurses' self-efficacy and hospital image.

Keywords

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Fig. 1. Conceptual framework

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Fig. 2. Path model showing the effect of internal marketing on self-efficacy and hospital image.

Table 1. General Characteristics of Participants

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Table 2. Correlational Relationships among the Constructs

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Table 3. Confirmatory Factor Analysis

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Table 4. The Effects of Internal Marketing on Self-Efficacy and Hospital Image

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