종합병원 내부마케팅을 통한 직무만족이 간호사의 조직몰입, 이직의도에 미치는 영향

Abstract

This study is a kind of descriptive investigatory research into the question of whether internal marketing at hospital organizations affects the organizational immersion, job satisfaction and occupational change of nurses. In order to find out the relations among the demographic traits, job-related characteristics, internal marketing factors, job satisfaction and organizational immersion of the nurses, the following facts are conceptualized: internal marketing factors influence motivation, job satisfaction and organizational immersion; and there is a correlative relationship between job satisfaction and organizational immersion. A conclusion was reached that, when the nurses were provided with working conditions where they could cope with external customers with mission and responsibility, they tended to perform their job to the best of their ability. This research showed that they should be given convenience and fairness in their job performance in order to induce their organizational immersion, job satisfaction and decreased turnover, and that internal marketing like good welfare, awards, leaves of absence, etc should be offered as incentives so as to increase their job satisfaction. Good colleague relations, stability and job achievement, policies and communication and satisfaction with working conditions in their workplace were shown to play great roles. It is suggested that hospital managers are advised not treat their nurses as a possession to their organization but as internal customers who can perform better when motivated. Above all, it is desirable that they develop strategies aimed at analyzing nurses' psychological needs and meeting them. Internal customers are no longer tools for satisfying external customers. They should be treated not only as marketing targets but also a kind of service to be sold that can enhance the marketability of their organization. When the employee and manager relationship is transformed into one in which nurses are treated as internal customers, then the hospital would be able to create its own unique culture of marketing. Therefore, the job satisfaction of nurses is expected to be greatly increased when they are motivated through internal marketing, when the degree in which they are treated as internal customers is raised, when there is a efficient communications channel with other departments and when their working conditions are improved.