Factors Associated with Customer Orientation and Nursing Productivity

Purpose: The purpose of this study was to identify the levels of customer orientation in nurses whose work experience was between 1 and 5 years and to examine factors associated with customer orientation and nursing productivity. Methods: For this descriptive correlational study, nurses (N=164) were recruited from a University Hospital in B city, from November 1 to 23, 2012. Questionnaires included measures of customer orientation, nursing productivity, organizational commitment, job stress, and turnover intention. Data were analysed with the SPSS/WIN 18.0 program using descriptive statistics, t-test, ANOVA, Pearson correlation coefficient, and stepwise multiple regression. Results: The mean age of participants was 25 years, 96% were single, and 54.9% had a bachelor degree. Organizational commitment (${\beta}$=.387) and job stress (${\beta}$=.280) significantly explained the variance in customer orientation ($R^2$=15.8). Customer orientation (${\beta}$=.479), education level (${\beta}$=.196), and turnover intention (${\beta}$=-.184) significantly explained the variance in nursing productivity ($R^2$=35.3). Customer orientation was the most important factor in explaining the variance in the nursing productivity. Conclusion: This study highlighted the relationship between customer orientation and nursing productivity. Improving the customer orientation could result in increasing nursing productivity. Future managerial intervention to improve customer orientation is warranted.

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