Influence of internal marketing perception on customer orientation and organizational citizenship behavior of nurses

Abstract

Purpose: The purpose of this study was to identify the influence of the internal marketing perception on customer orientation and the organizational citizenship behavior of clinical nurses. Methods: The participants were 184 nurses working in 3 tertiary hospital in B city and Y city in South Korea. Data were analyzed using descriptive statistics, ANOVA, Scheffé test, Pearson's correlation coefficients and stepwise multiple regression with SPSS/WIN 25 program. Results: The mean score for the total internal marketing was 2.85 points. Internal marketing of nurses had a statistically significant positive correlation with customer orientation (r=.44, p