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임지영 ( Lim Ji-Young ) - 인하대학교 의과대학 간호학과
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Abstract
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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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KeyWords
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내부마케팅, 기대, 지각
Marketing, Expectation, Perception
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원문 및 링크아웃 정보
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등재저널 정보
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