Perceptions of internal marketing and organizational commitment by nurses

Area of Science:

• Healthcare Management
• Organizational Behavior

Background:

• The expanding role of nurses necessitates effective internal marketing strategies in healthcare.
• Internal marketing aims to enhance nurses' organizational commitment and reduce turnover.
• This is crucial for healthcare organizations to gain competitive advantages.

Purpose of the Study:

• To investigate the association between a favorable perception of internal marketing and organizational commitment in nurses.
• To identify key internal marketing elements influencing nurses' commitment.

Main Methods:

• Cross-sectional study utilizing questionnaires distributed to 450 Registered Nurses in Taiwan.
• 300 usable questionnaires were analyzed using Structural Equation Modeling.
• The study ensured questionnaire validity and reliability.

Main Results:

• A significant positive association was found between favorable internal marketing perception and organizational commitment.
• Communication management demonstrated the strongest positive influence on organizational commitment.
• External activity had the least impact on organizational commitment.

Conclusions:

• Hospital managers must prioritize internal marketing to improve staff retention and organizational survival.
• Understanding and meeting nursing staff needs and expectations is vital for retaining talent.
• Investing in internal marketing can reduce turnover costs and personnel issues.