• Title/Summary/Keyword: Nursing Marketing

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Concept Development of Service Marketing Promotion in Nursing (간호서비스 마케팅에 관한 연구;'촉진(Promotion)' 개념 개발)

  • Kang, Yoon-Sook
    • Journal of Korean Academy of Nursing Administration
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    • v.5 no.1
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    • pp.63-76
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    • 1999
  • The main objective of this study was to develop a concept of service marketing promotion in nursing that is derived from the concepts of service marketing theory. This research was a descriptive study, at the factor isolation level. The principle of concept derivation suggested by Walker and Avant (1988) and the Hybrid model suggested by Schwarz-Barcott and Kim (1993) were employed as the research method. The data were collected from December, 1997 to April. 1998 at a large general hospital located in Seoul. The procedures of this study were as follows: First. at the theoretical phase: the meaning, attributes, and definition of service marketing promotion were identified through an extensive review of the literature. Second, at the empirical phase: fieldwork was done to identify the promotional activities and events in nursing. Top nurse managers from 4 units (Director of Nursing, Head nurses of inpatient nursing unit, outpatient nursing unit. and home care nursing unit) were interviewed and the content of the interview was analyzed to identify the meaning and attributes of promotion in nursing. Other methods such as brochures and other audio-visual materials which were relevant to nursing promotion were used to supplement the interviews. Finally, the results of the theoretical and empirical analyses were intergrated to develop a concept of service marketing in nursing practice. A final definition of service marketing promotion in nursing was identified as follows. 1. Promotion as a marketing function in nursing service is concerned with communication to target markets on all information related to nursing service in order to satisfy the objectives of both a nursing service organization and the target markets. 2. The goals of nursing service promotion include: 1) increasing visibility of nursing services and delivering the information on nursing services, 2) affirming the value of nursing services, so it can contribute to formulation of reimbursement policy for nursing services. 3) advancing the general image of the nursing profession and nursing services. 4) achieving and attaining a desirable positioning for nurses among health care professionals. and 5) creating and stimulating the demand for nursing services. 3. In order to obtain these goals it is necessary to provide information on nursing services, to persuade target markets. to remind them about nursing services. and to establish a collaborative relationship with related departments. 4. The tools used to carry out the above functions of promotion in nursing are the providing nursing services, public relations and publicity. QA of nursing, advertising, and sales promotion. 5. The target markets of nursing service include the nursing customer markets. the internal markets, the influence markets. the recruitment markets. the supplier markets. and the nursing referral markets. In conclusion, the concept of promotion in other service marketing areas can be applied to the promotion of nursing service marketing. The promotion of nursing service is more than just effective communication in nursing service. it is the effective use of the concepts of service marketing promotion. Promotion of nursing service will contribute to create and expand nursing services.

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An Analysis of Nurse's Perception of Internal Marketing Activities Affecting on Nurse's Turnover Intention, Nursing Task Performance and Nursing Productivity (간호사가 지각하는 내부마케팅활동 정도가 간호사의 이직의도, 간호업무수행 및 간호업무생산성에 미치는 영향)

  • Doo, Eun-Young;Seomun, Gyeong-Ae;Kim, In-A;Lim, Ji-Young
    • Journal of Korean Academy of Nursing Administration
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    • v.11 no.1
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    • pp.1-12
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    • 2005
  • Purpose: The purpose was to analyze the effects of internal marketing activity factors on nurse's turnover intention, nursing task performance and nursing productivity. Methods: The subjects were 355 nurses who were working at the 3 universities hospital over 1 year. The instruments were used of internal marketing activity factors(Lee, 2001), turnover intension(Lee, 1995), nursing task performance(Park, 1988) and nursing productivity(McNeese-Smith, 1996). Results: The mean score of internal marketing activity factors was 2.79, education and training 2.97, individualization 2.93, communication 2.87, promotion 2.76, work environment 2.63, reward system 2.62, and management vision for employee 2.61. The turnover intention was 3.12, nursing task performance 3.49, and nursing productivity 3.38. The internal marketing activity factors were negatively correlated with turnover intention(r=-0.37, p<0.0001), and positively correlated with nursing task performance(r=0.29, p<0.0001) and nursing productivity(r=0.30, p<0.0001). The key predictor of turnover intension was reward system, education and training, communication, and salary. They explained 35.0% of the total variance. In nursing task performance, communication, management vision for employee, salary and unit explained 26.0% of the total variance. In nursing productivity, communication, reward, education and training, salary, and position explained 24.0%. Conclusions: To increase nurse's nursing task performance and nursing productivity and to decrease turnover intention, it is necessary to concentrate on improving communication and reward system in the internal marketing activity factors. Through these activities, the effectiveness of internal marketing strategies will be enhanced and finally, nursing organizational outcome will be increased.

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Nurses' Perception and Education Needs for Concepts related Marketing (간호사의 마케팅관련개념에 대한 인지도와 교육요구도)

  • Kim, Hyun-Gyung;Ahn, Sung-Hee;Kim, In-Sook;Kang, Yoon-Sook
    • Journal of Korean Academy of Nursing Administration
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    • v.12 no.4
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    • pp.615-623
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    • 2006
  • Purpose: The purpose of this study was to examine clinical nurses' perception and education needs for concepts related marketing. Methods: The subjects of this study were 340 nurses who were working in the 9 general hospitals located in Seoul and Gyeonggido. The data were collected using structured questionnaire(Cronbach'${\alpha}$=.98) from Sept. 1 to Oct. 31. of 2005. For data analysis, the SPSS/PC program Version 12.0 was used. Results: The highest mean score of nurses' perception for concepts related marketing was client satisfaction and the lowest mean score was marketing mix. The highest mean score of nurses' education needs was client satisfaction and the lowest mean score was marketing mix. The correlation between subject's general characteristics and nurse's perception was showed in nurses' age, education, hospital size, clinical career, position. The correlation between subject's general characteristics and nurses' education needs was viewed in age, clinical career, position. Conclusion: These results can be used to develop for clinical nurses' marketing education course and plan for marketing strategies of nursing organization.

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The Effect of the Intramural Marketing Activities on Nurses' Job Satisfaction and Turnover Intention (내부마케팅이 간호사의 직무만족도 및 이직의도에 미치는 효과 - 일개 대학병원을 대상으로 -)

  • Choi, Eun Hui;Kim, Jin Hee;Lee, Hyun Su;Jang, Eun Hee;Kim, Bok Soon
    • Journal of Korean Clinical Nursing Research
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    • v.15 no.1
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    • pp.29-41
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    • 2009
  • Purpose: The purpose of this study was to evaluate the importance and the performance of intramural marketing in the hospital and to examine the effect of intramural marketing on nurses' job satisfaction and turnover intention. Method: The participants of this study were 203 nurses, who had worked over 3 months in the general or special units in C university hospital located in Seoul. Results: The participants' perceived performance of the intramural marketing was 2.35 on average. The importance of the intramural marketing recognized by the participants was 4.02. The score of the job satisfaction of the participants was 2.74 and that of the turnover intention was 3.67 on average. The intramural marketing demonstrates statistically significant correlations with job satisfaction and turnover intention. Conclusion: The findings of the study demonstrate the importance of the intramural marketing in the hospital for nurse retention. In order to increase nurses' job satisfaction and reducing their turnover intention, the intramural marketing activities should be expanded further.

A Study on the Influence of Internal Marketing Factors for the Nurse's Organizational Commitment (내부마케팅요인이 간호사의 조직몰입에 미치는 영향)

  • Cha, Sun-Kyung;Kim, So-In;Lim, Ji-Young
    • Journal of Korean Academy of Nursing Administration
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    • v.7 no.2
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    • pp.193-204
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    • 2001
  • The purpose of this study was to provide basic information for developing effective marketing strategies of nursing organization by identifying the influence of internal marketing factors on the nurses' organizational commitment. The subjects of this study were 256 nurses who were working in the hospital over 1 year at three university hospitals which had more than 400 beds in seoul and kyung-gido. The data were collected by self-reporting questionnaires. The instruments used in this study were the communication form scale developed by Jo(1995), the welfare scale developed by researcher, the education training scale developed by researcher, the organizational commitment scale developed by Mowday, Porter and Steers(1979). The data were analysed by the SAS package using frequency, percentage, mean, standard deviation, Pearson's correlation coefficient and stepwise multiple regression. The results of this study were as follows; 1. In mean score of internal marketing factors in nursing organization, horizontal communication was 3.42, downward communication 3.32, involvement communication 3.08, upward communication 3.00, education training 2.54, welfare 2.51. The meas score of organizational commitment was 3.00. 2. Organizational commitment was positively correlated with upward communication(r=0.48, p=0.0001), education training(r=0.42, p=0.0001), horizontal communication(r=0.36, p=0.0001), welfare(r=0.34, p=0.0001), involvement communication(r=0.25, p=0.0001) of internal marketing factors in nursing organization, but was negatively correlated with downward communication(r=-0.20, p=0.0014). 3. The major internal marketing factors which influence organizational commitment was upward communication. Upward communication explained 23% of organizational commitment. If education training, horizontal communication, welfare and downward communication were added, 38% of the variance would be explained. In conclusion, the results of this study showed that the higher upward communication level among the internal marketing factors was doing more important role in nurses' organizational commitment. Therefore, for improvement of nurses' organizational commitment, it is important to improve upward communication and to develop the education training program among the internal marketing factors.

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The Effects of Clinical Nurse's Internal Marketing on Job Satisfaction, Turnover Intention, and Customer Orientation (간호사가 지각한 내부마케팅 활동이 직무만족, 이직의도, 고객지향성에 미치는 영향)

  • Ha, Na-Sun;Choi, Jung
    • Journal of Korean Academy of Nursing Administration
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    • v.13 no.2
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    • pp.231-241
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    • 2007
  • Purpose: The purpose of this study was to identify the effects of nurse's internal marketing on job satisfaction, turnover intention, and customer orientation. Method: The subjects were 559 nurses were working in 3 general hospitals. The data were collected from October 20 to November 15, 2006. For data analysis, descriptive statistics, Pearson correlation coefficient, stepwise multiple regression were used. Results: The mean score of the total internal marketing was 2.68, communication 3.03, vacation and suspension from office 2.64, education and training 2.60, reward system 2.56, work environment 2.53, and employment benefits 2.38, total job satisfaction was 2.96, turnover intention was 3.10, and customer orientation was 3.76. 'Internal marketing', and total subcategories of internal marketing were positively related to job satisfaction. 'Internal marketing', and total subcategories of internal marketing were negatively related to turnover intention. 'Internal marketing', 'communication', 'vacation and suspension from office', 'education and training', and 'work environment' were positively related to customer orientation. Conclusion: Through this results, to increase job satisfaction and customer orientation and to decrease turnover intention, it is necessary to concentrate on improving internal communication and reward system in the internal marketing strategy.

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Internal Marketing, Job Stress, Organizational Commitment and Turnover Intention in Nursing Organization (간호조직의 내부마케팅, 직무스트레스, 조직몰입, 이직의도 간의 관계)

  • Yoon, Jung-A;Lee, Hae-Jung
    • Journal of Korean Academy of Nursing Administration
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    • v.13 no.3
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    • pp.293-301
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    • 2007
  • Purpose: The purpose of the study was to identify the relationship among internal marketing, job stress, organizational commitment, and turnover intention in nursing organizations in Korea. Methods: One hundred eighty six nurses recruited from 6 general hospitals in South Korea. The data were collected by self-reporting questionnaires and analysed by the SPSS WIN 11.0 program using descriptive statistics, Pearson's correlation coefficients and stepwise multiple regression. Results: Nurses participated in the study reported medium levels of perceived internal marketing, job stress, organizational commitment, and turnover intention. Perceived internal marketing had significant negative correlation with job stress and turnover intention and significant positive correlation with organizational commitment. Employee's management philosophy was a significant predictor of job stress along with characteristics of hospital, and nurse's educational level ($R^2=$ .18). Working environment was a significant predictor of organizational commitment along with monthly income and job stress ($R^2=$ .31). Promotional strategies and communication style in the organization were significant predictors of turnover intention along with organizational commitment and job stress ($R^2=$ .31). Conclusions: This study suggest that future intervention study enhancing internal marketing would lead the positive changes in job stress, organizational commitment, and turnover intention.

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Effectiveness of a Social Marketing Mix Intervention on Changing the Smoking Behavior of Santri in Traditional Islamic Boarding Schools in Indonesia

  • Ismail, Ismail;Teuku, Tahlil;Nursalam, Nursalam;Zurnila Marli, Kesuma;Syarifah Rauzhatul, Jannah;Hajjul, Kamil;Fithria, Fithria;Kintoko, Rochadi
    • Journal of Preventive Medicine and Public Health
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    • v.55 no.6
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    • pp.586-594
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    • 2022
  • Objectives: This study investigated the effectiveness of the social marketing mix approach in increasing students' knowledge about smoking, promoting positive attitudes toward smoking cessation, and decreasing smoking behavior. Methods: This quantitative research study incorporated a quasi-experimental method with a pretest-posttest non-equivalent group design. Using the purposive sampling technique, 152 smoking students were selected as participants. They were divided into 2 equal groups, with 76 students in the control group and 76 in the intervention group. The data were collected using questionnaires and analyzed with the chi-square test, independent t-test, Wilcoxon signed-rank test, and Mann-Whitney U-test. Results: The social marketing mix intervention was effective in increasing the students' knowledge about smoking (p<0.001), improving their attitude toward smoking cessation (p<0.001), and reducing their smoking behavior (p=0.014). Conclusions: This approach should be implemented by local governments to reduce smoking behavior in the community, especially among teenagers, in addition to instituting a smoking ban and applying fines.

Mediation Effect of Job Satisfaction between Internal Marketing and Organizational Commitment of Nurses in Small and Medium-sized Hospitals (중소병원 간호사의 내부마케팅과 조직몰입의 관계에 대한 직무만족의 매개효과)

  • Choi, Hyo-Jin;Lee, Eun-Joo
    • Journal of Korean Academy of Nursing Administration
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    • v.18 no.3
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    • pp.329-337
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    • 2012
  • Purpose: The purpose of the study was to identify the mediating effects of job satisfaction between internal marketing and organizational commitment of nurses in small and medium-sized hospitals. Method: Data were collected from 208 nurses in 8 small and medium-sized hospitals and analyzed using descriptive statistics, Pearson correlations, and structural equation model (SEM) with the PASW 18.0 and AMOS 18.0 programs. Results: There were positive relationships among all three variables, internal marketing, job satisfaction and organizational commitment. There was a mediating effect of job satisfaction between internal marketing and organizational commitment. Conclusion: The results of the study indicate that strategies which could enhance the job satisfaction of nurses should be developed by mangers in small and medium sized hospitals. Further study is needed on other factors which may influence nurses' job satisfaction and organizational commitment especially, in small and medium sized hospitals.

An analysis of the Gap between Expectations and Perceptions of Internal Marketing Activities in General Hospitals from a Nurse's Viewpoint (종합병원의 내부마케팅 활동에 대한 간호사의 기대-지각간 차이 분석)

  • Lim, Ji-Young
    • Journal of Korean Academy of Nursing Administration
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    • v.12 no.2
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    • pp.204-212
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    • 2006
  • Purpose: The aim of this study was to analyze the gap between the nurse's expectation and perception of internal marketing activities. Methods: The participants of this study were 521 nurses working in four general hospitals. The data were collected by self-reporting questionnaires. They were analyzed using descriptive statistics and paired-t test. Results: First, the mean of the nurse's expectation of internal marketing activities was 3.83, and perception was 2.54, showing a significant difference. Second, in all of the five subcategories of internal marketing activities, there were also statistically significant differences. Regarding the vacation system, the expectation score was highest, and support of academic education programs in education and training, payed-leaves during vacation, discounting of medical fees in employee welfare, distress management and two-way intercommunication, and allowances in reward were followed. Conclusion: These results will be used to develop focused internal marketing strategies to enhance the nurses' motivation.

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