Browse > Article
http://dx.doi.org/10.17135/jdhs.2016.16.1.37

The Effect of Internal Marketing on Customer Orientation of Dental Hygienists  

Lee, Byung-Ho (Department of Dental Hygiene, Youngsan University)
Kim, Jung-Sool (Department of Dental Hygiene, Choonhae College of Health Sciences)
Publication Information
Journal of dental hygiene science / v.16, no.1, 2016 , pp. 37-44 More about this Journal
Abstract
The purpose of this study was to reveal association between internal marketing and customer orientation. Internal marketing was composed of empowerment, educational training, reward system, internal communication and management support. We thought these factors affect to the consumer orientation. For this study, 191 dental hygienists in Busan, Ulsan and Kyungnam are participated in this study. The data were analyzed with descriptive statistics, t-test, ANOVA, pearson's correlation coefficients, and stepwise multiple regression analysis with SPSS 18.0 program. In conclusion, we obtained the next results. First, the mean of internal marketing behavior was 3.22 out of 5. In terms of sub-domain, educational training (3.88) is the highest, followed by empowerment (3.35), internal communication (3.10), management support (3.05) and reward system (2.79). Second, the internal marketing factors of internal communication, reward system orientation, management support, empowerment, and educational training had positive correlations with customer orientation (r=0.189~0.381). Third, the influencing factor in customer orientation were educational training (${\beta}=0.277$) and empowerment (${\beta}=0.276$), adjusted $R^2=0.202$. As dental patients' desire to medical service quality becomes diversified, the analysis result is considered to help the future dental service management.
Keywords
Customer orientation; Dental hygienists; Marketing;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
연도 인용수 순위
1 Kim MH, Park CS, Seo JB: A study on effects of customer orientation factors in relation to medical services on the values of the services and customer satisfaction. Korean J Health Serv Manag 2: 1-27, 2008.
2 Bitner MJ, Booms BH, Tetreault MS: The service encounter: Diagnosing favorable and unfavorable incidents. J Mark 54: 71-84, 1990.   DOI
3 Ruekert RW: Developing a market orientation an organizational strategy perspective. Int J Res Mark 9: 493-512, 1992.
4 Brown TJ, Mowen JC, Donavan DT, Licata JW: The customer orientation of service workers: Personality trait effect on self and supervisor performance ratings. J Mark Res 39: 110-119, 2002.   DOI
5 Dunlap BJ, Dotson MJ, Chambers TM: Perception of real-estate brokers and buyers: A sales-orientation, customerorientation approach. J Bus Res 17: 175-187, 1988.   DOI
6 Kim EH: The effect of hospitals' internal marketing on nurses' customer orientation. Unpublished master's thesis, Chonbuk National University, Jeonju, 2011.
7 Yoo PH, Kwon HJ: A study on the employee segmentation and the product policy for the internal customers. Korea Bus Rev 25: 247-279, 1996.
8 Kim SB: Hospital Marketing Management. Hyunmoon, Seoul, pp.1-19, 2012.
9 Choi J, Ha NS: The effects of clinical nurse's internal marketing on job satisfaction, turnover intention, and customer orientation. J Korean Acad Nurs Adm 13: 231-241, 2007.
10 Yi YJ: Service Marketing. 5th ed. Hakhyunsa, Seoul, pp.173-195, 2013.
11 Rafiq M, Ahmed PK: Advances in the internal marketing concept: definition, synthesis and extension. J Serv Mark 14: 449-462, 2000.   DOI
12 Chung KH, Hwang IH, Shin JI: A study in the effects of internal marketing and customer orientation on service quality and customer satisfaction in the public enterprise. Acad Cust Satisf Manag 9: 103-122, 2007.
13 Morrison EW: Organizational citizenship behavior as a critical link between HRM practices and service quality. Hum Resour Manag 35: 493-512, 1996.   DOI
14 Youn KH: A study on the effects of internal marketing and organization citizenship behavior on employees effort, satisfaction and customer directivity in financial institution. Unpublished doctoral dissertation, Dong-A University, Busan, 2007.
15 Han JH, Ahn ES: Effect of internal marketing activities on motivating dental hygienists. J Dent Hyg Sci 14: 43-50, 2014.
16 Lee CS, Lim SH, Han JH: The effect of the intramural marketing activities in dental hygienist' on job satisfaction and turnover intention in dental hygienist. J Dent Hyg Sci 12: 15-22, 2012.
17 Seong MG, Kim JH, Jang KA: Factors affecting the satisfaction for medical service and reuse intention of patients at dental clinic in Gyeongnam province. J Dent Hyg Sci 15: 106-112, 2015.   DOI
18 Park EY: Effects of internal marketing on job satisfaction, group cohesion and customer orientation: focusing on public officials of Seongnam city. Unpublished master's thesis, Hanyang University, Seoul, 2012.
19 Kang HC, Kwak DY: The mediating effects of organizational identification on the relationship between internal marketing and customer orientation-Focused on domestic casino companies. Korean J Tour Res 28: 113-134, 2013.
20 Yeo YJ: A study on the effects of internal marketing to job satisfaction, organizational commitment, and customer orientation-Focused on the government-sponsored research institutes. Unpublished doctoral dissertation, Kongju University, Gongju, 2008.
21 Ahn YK: A study on the effects of internal marketing on the police's customer orientation. Unpublished doctoral dissertation, Dongguk University, Seoul, 2012.