Relationship between Job Satisfaction, Professional Image and Nurses Marketing of the Nursing Profession

Abstract

Background: A global shortage of healthcare professionals calls for effective recruitment and retention strategies. One approach that has received increasing interest is the use of internal marketing to reduce occupational and organizational turnover among practicing nurses. The model links nurses' job satisfaction and organizational commitment to internal marketing programs based on principles of relationship marketing to build work environments that are more likely to lead to the engagement and retention of nursing staff. As is the case with the internal marketing of nursing, external marketing of nursing integrates marketing theory with related concepts from other areas in business. In the case of internal marketing, these concepts come from organizational psychology and include employee turnover, job satisfaction, and professional image.