병원의 내부마케팅 제고를 위한 간호사 이미지 비교 연구 -병원의 내부, 외부고객을 중심으로-

Abstract

Purpose: The purpose of this study is to investigate image of nurses among hospital staff members to promote hospital internal marketing. Method: Data collection and analysis had been executed from July,11, to July,20, 2003, with the help of SPSS/PC+. The questionnaire consisted of 36 questions. Out of total 460 questionnaire distributed, 393 were considered to be valid for final analysis. Results : There were significant differences in the image of nurses among groups of nurses, doctors, office workers,medical engineers and patients. Especially, medical engineers and office workers showed very negative image of nurses than patients and nurses. Conclusion: This study shows that to improve more positive image of nurses, we have to try to expand and show professional role for the public and internal customers. Additionally, we have to try to make positive relationship with hospital staffs working in the assisting department. It can be contributed to improve job satisfaction among staff members in each department, and it can be contributed to promote organizational effectiveness