Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The Effect of Hospital Internal Marketing and Organizational Communication Perceived by Nurses on Organizational Performance

간호사가 인식하는 내부마케팅과 조직의사소통이 간호조직성과에 미치는 영향

  • Received : 2021.08.09
  • Accepted : 2022.02.20
  • Published : 2022.02.28
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Abstract

This study tried to identify hospital internal marketing, organizational communication, and the degree of organizational performance targeted at nurses working in university hospitals, and apprehend factors affecting organizational performance. A structured questionnaire, where 239 nurses answered, was used to figure out general features, hospital internal marketing, organizational communication, and organizational performance. Descriptive statistics, Indepented t-test, one-way ANOVA, correlation, and multiple regression analyses were used to analyze the data. The analyzing tool was IBM SPSS 21.0 program. The result of this study was as follows: hospital internal marketing 3.13±0.58 points, organizational communication 3.23±0.48 points, and organizational performance 3.34±0.51 points. Organizational performance showed a positive correlation with hospital internal marketing and organizational communication, and those two explained 61.0% of organizational performance. Therefore, hospital internal marketing strategy - encouraging nurses in individual aspect - and integrated strategy - establishing various communication channels in organizational aspect - are required to increase the organizational performance of nurses.

본 연구는 일개 대학병원에 근무하는 간호사를 대상으로 내부마케팅, 조직의사소통 및 조직성과 정도를 확인하고 조직성과에 미치는 영향요인을 파악하고자 시도되었다. 구조화된 설문지를 이용하여 239명의 간호사로부터 일반적 특성, 내부마케팅, 조직의사소통 및 조직성과를 파악하였다. 자료분석은 IBM SPSS 21.0프로그램을 이용하여 기술통계, Indepented t-test, one-way ANOVA, 상관관계, 다중회귀분석을 하였다. 본 연구결과 내부마케팅 3.13±0.58점, 조직의사소통 3.23±0.48점, 조직성과 3.34±0.51점이었다. 조직성과는 내부마케팅, 조직의사소통과 양의 상관관계가 있었으며 내부마케팅과 조직의사소통이 조직성과를 61.0% 설명하였다. 따라서 간호사의 조직성과를 높이기 위해서 간호사 개인적 측면에서 동기부여할 수 있는 내부마케팅 전략이 필요하며 조직적 측면에서 다양한 의사소통 채널을 구축하는 융합적인 전략이 필요하다.

Keywords

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