The influence of conduct of internal marketing to service oriented attitude of nursing staffs in hospitals

Because of the competition of medical industry and the change of national health insurance system, it drives administrators of hospitals to pay more and more attention to service orientation as people said ldquopatient centeredrdquo in Taiwan. The concept of patient centered of service orientation emphasize that we should change the physician-centered to patient-centered in the content of medical care, and make more effort in patient satisfaction. How hospitals can mold staffs´ patient-centered attitude to satisfy patient´s demands for medical care? Internal marketing is one of ways to choose and train excellent professions. The administrators can use internal marketing to deliver the strategic vision and goal of the hospitals to their staffs, and they can deliver the service value to their patients via the interaction between patients and staffs. They also can use the concept of training and educating that is emphasized in internal marketing to improve staffs´ ability. We try to probe into the influence of the conduct of internal marketing to service-oriented attitude of nursing staffs. We take nurses who work at wards in three hospitals in middle and southern Taiwan to be our samples, and investigate their attitude to internal marketing conduct and service oriented. The results show us that there is significantly positive correlation between ldquoprofessional capabilityrdquo of internal marketing and ldquoattitude of servicerdquo of service orientation. There is significantly positive correlation between ldquoprofessional capabilityrdquo of internal marketing and ldquoenjoy on jobrdquo of service orientation. There is significantly positive correlation between ldquoprofessional capabilityrdquo of internal marketing and ldquoservice processrdquo of service orientation. There is also significantly positive correlation between ldquosupporting policyrdquo of internal marketing and ldquoresponse to customerrdquo of service orientation. There is also significantly po- sitive correlation between ldquocustomer centeredrdquo of internal marketing and ldquoenjoy on jobrdquo of service orientation. There is also significantly positive correlation between ldquocustomer centeredrdquo of internal marketing and ldquocontinuity of servicerdquo of service orientation. There is also significantly positive correlation between ldquorewardrdquo of internal marketing and ldquoresponse to customerrdquo of service orientation.