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http://dx.doi.org/10.5762/KAIS.2020.21.7.146

The Effects of Nurses' Perceived Internal Marketing on Job Performance and Loyalty  

Kang, Cheon-Kook (Department of Health Administration, Baekseok Culture University)
Park, Myung-Bae (Department of Gerontology Health and Welfare, Pai Chai University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.21, no.7, 2020 , pp. 146-155 More about this Journal
Abstract
This study was conducted from December 26, 2018 to January 4, 2019 in order to analyze the effects of hospital internal marketing on job performance and loyalty based on nurses' perception. The participants were 250 nurses at general hospitals located in Gyeonggi-do. The results of this study are as follows: First, internal marketing in hospitals had a statistically significant effect on organizational and future vision, education and training systems, communication, organizational attributes, and job performance (F=29.118, p<.001). The training system, organizational and future vision, compensation and welfare system, and work management environment were found to have a statistically significant effect (F=38.671, p <.001) on loyalty, and the effect of job performance on loyalty was statistically significant (F=87.324, p<.001). Second, the relationship between hospital internal marketing based on nurses' perception and loyalty was found to have a statistically significant positive (+) effect on stage 1 job performance (p<.001) and a statistically significant positive effect on stage 2 loyalty (+) (P <.001). The third-level internal marketing regression coefficient was significant, and job performance was also significant (P <.001). Based on these results, there is a need for hospital management to strengthen internal marketing in order to increase performance level and loyalty among nurses.
Keywords
Internal Marketing; Job Performance; Loyalty; Internal customer; Nurses;
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