• Title/Summary/Keyword: Hospital Interaml Marketing

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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)

  • Go, Young Jin;Lee, Mi-Hyang;Kim, Min Young
    • Journal of Digital Convergence
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    • v.20 no.2
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    • pp.479-486
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    • 2022
  • 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.