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Abstract This study examined the effects of internal marketing and customer orientation on the organizational commitment of nurses in specialized hospitals. This research was conducted from May 1 to 30, 2015 and involved149 nurses at 5 specialized hospitals in Busan, The collected data were analyzed by descriptive statistics, t-test, ANOVA, Scheffe's test, Pearson correlation coefficients, stepwise multiple regression by the SPSS WIN 18.0 program.As a result, there were significant differences in the organizational commitment according to age, marital status, education, clinical experience, position, work shift, working unit, number of beds, and experience of participation foremployee satisfaction survey. Organizational commitment was positively related to the internal marketing. In addition,there was a positive correlation between the organizational commitment and customer orientation. Meaningful variables that influenced the organizational commitment were internal marketing, working unit, education, and position. The total explanation power was 58.5% and the internal marketing was the most influential factor. In conclusion, to enhance the organizational commitment of nurses working in specialized hospitals, educational opportunities need to be provided to increase the professionalism of nurses, and efforts will be needed to improvethe working environment and develop internal marketing strategies, such as regular satisfaction surveys.Keywords : Customer orientation , Internal marketing, Nurses in s pecialized hosital Organizational commitment |
