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http://dx.doi.org/10.14400/JDC.2022.20.2.479

The Effect of Hospital Internal Marketing and Organizational Communication Perceived by Nurses on Organizational Performance  

Go, Young Jin (Dept.of Nursing, Konyang University Hospital)
Lee, Mi-Hyang (Dept. of Nursing, Konyang University)
Kim, Min Young (Dept.of Nursing, Konyang University Hospital)
Publication Information
Journal of Digital Convergence / v.20, no.2, 2022 , pp. 479-486 More about this Journal
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.
Keywords
Hospital Interaml Marketing; Organizational Communication; Organizational Performance; Convergence;
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Times Cited By KSCI : 7  (Citation Analysis)
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