Journal List > J Korean Acad Nurs Adm > v.20(2) > 1051735

Yeo, Lee, and Jin: Factors Associated with Customer Orientation and Nursing Productivity

Abstract

Purpose

The purpose of this study was to identify the levels of customer orientation in nurses whose work experience was between 1 and 5 years and to examine factors associated with customer orientation and nursing productivity.

Methods

For this descriptive correlational study, nurses (N=164) were recruited from a University Hospital in B city, from November 1 to 23, 2012. Questionnaires included measures of customer orientation, nursing productivity, organizational commitment, job stress, and turnover intention. Data were analysed with the SPSS/WIN 18.0 program using descriptive statistics, t-test, ANOVA, Pearson correlation coefficient, and stepwise multiple regression.

Results

The mean age of participants was 25 years, 96% were single, and 54.9% had a bachelor degree. Organizational commitment (β=.387) and job stress (β=.280) significantly explained the variance in customer orientation (R2=15.8). Customer orientation (β=.479), education level (β=.196), and turnover intention (β=-.184) significantly explained the variance in nursing productivity (R2=35.3). Customer orientation was the most important factor in explaining the variance in the nursing productivity.

Conclusion

This study highlighted the relationship between customer orientation and nursing productivity. Improving the customer orientation could result in increasing nursing productivity. Future managerial intervention to improve customer orientation is warranted.

Figures and Tables

Table 1
Levels of Customer Orientation and Nursing Productivity according to Nurses' Characteristics (N=164)
jkana-20-167-i001

Note. *p=.009.

Table 2
The Levels of Customer Orientation, Nursing Productivity, Organizational Commitment, Job Stress, and Turnover Intention (N=164)
jkana-20-167-i002
Table 3
3.Correlation among Customer Orientation, Nursing Productivity, Organizational Commitment, Job Stress, and Turnover Intention (N=164)
jkana-20-167-i003
Table 4
Associated Factors of Customer Orientation of Nurses (N=164)
jkana-20-167-i004
Table 5
Associated Factors of Nursing Productivity (N=164)
jkana-20-167-i005

Notes

This manuscript is a revision of the first author's master's theses from Pusan National University.

References

1. Kim KH, Kim KS, Kim DL, Kim JH, Kang SH. Brand equity in hospital marketing. J Bus Res. 2008; 61:75–82. http://dx.doi.org/10.1016/j.jbusres.2006.05.010.
2. Darby DN, Daniel K. Factors that influence nurses' customer orientation. J Nurs Manag. 1999; 7:271–280. http://dx.doi.org/10.1046/j.1365-2834.1999.00129.x.
3. Bellou V. The role of learning and customer orientation for delivering service quality to patients. J Health Organ Manag. 2010; 24:383–395. http://dx.doi.org/10.1108/14777261011064995.
4. Yoon SJ, Park JW, Choi DC. A study of the effects of service orientation on business performance of medical service providers. J Korea Serv Manage Soc. 2004; 5:135–155.
5. Hwang EN. The effect of service scape on service orientation and productivity improvement of employees-Focused on the Korean rib specialty stores [dissertation]. Suwon: Kyonggi University;2009.
6. Hsu CP, Chang CW, Huang HC, Chiang CY. The relationships among social capital, organisational commitment and customer-oriented prosocial behaviour of hospital nurses. J Clin Nurs. 2011; 20:1383–1392. http://dx.doi.org/10.1111/j.1365-2702.2010.03672.x.
7. Kang HL. A study of occupational satisfaction, stress and customer orientation of upper-scale general hospital nurses. Korean J Occup Health Nurs. 2010; 19:268–277.
8. Choi KW. A study on the effects of nurses' organizational commitment and job satisfaction on their customer orientation: Focused on the nurses working for a general hospital in the northern part of Gyeonggi-do [master's thesis]. Seoul: Kyung Hee University;2009.
9. Hong IK. Nurse's customer orientation & influential factors [master's thesis]. Seoul: Kyung Hee University;2011.
10. Lee HB, Lee SC. A study on impact of job stress for customer orientation: In case of public servants for both Daegu Metropolitan City and Gyeongbuk-do. Korean J Local Gov Stud. 2012; 16:289–305.
11. Park JS, Ahn SN. Relationships of police officer's emotional labor, job stress and customer orientation. J Korean Public Police Secur Stud. 2012; 9:49–70.
12. Doo EY, Lim JY, Seomun GA, Kim IA. An analysis of nurse's perception of internal marketing activities affecting on nurse's turnover intention, nursing task performance and nursing productivity. J Korean Acad Nurs Adm. 2005; 11:1–12.
13. Jang KS. A study on establishment of clinical career development model of nurses [dissertation]. Seoul: Yonsei University;2000.
14. Parasuraman A, Zeithaml VA, Berry LL. SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. J Retail. 1988; 64:12–40.
15. Moon HJ. Influence of organizational culture, service oriented culture, and cultural strength on customer orientation of hospital employees [master's thesis]. Gimhae: Inje University;2003.
16. McNeese-Smith D. Increasing employee productivity, job satisfaction, and organizational commitment. Hosp Health Serv Adm. 1996; 41:160–175.
17. Lee HJ. Predictors of job performance, work satisfaction, and productivity among Korean hospital nurses. J Korean Acad Nurs. 2001; 31:571–581.
18. Mowday RT, Steers RM, Porter LW. The measurement of organizational commitment. J Vocat Behav. 1979; 14:224–247. http://dx.doi.org/10.1016/0001-8791(79)90072-1.
19. Kim JH. Analysis of the clinical nurses' organizational commitment and relating variables. J Korean Acad Nurs Adm. 1996; 2:125–138.
20. Gray-Toft P, Anderson JA. The Nursing Stress Scale: Development of an instrument. J Behav Assess. 1981; 3(1):11–23.
21. Kim MJ. Relationship between leadership style of nurse managers and turnover intention of hospital nurses [dissertation]. Seoul: Seoul National University;2011.
22. Hinshaw AS, Atwood JR. Testing a theoretical model for job satisfaction and anticipated turnover of nursing staff. Nurs Res. 1985; 34:384.
23. Gwak SJ. Study on the effect of the internal marketing on the customer orientation, job satisfaction and turnover intention of customer service representatives in the call center [dissertation]. Gwangju: Chonnam National University;2008.
24. Jo KJ. The effects of organizational culture and leadership style on the organizational effectiveness and customer-oriented behavior in the nursing department of a university hospital [master's thesis]. Seoul: Yonsei University;2006.
25. Ko YK, Kim BJ. An analysis nurse staffing level and nursing performance in the general unit. J Korean Acad Nurs Adm. 2008; 14:413–420.
26. Kwon SJ, Joo SH. A study on the proportion of functional areas in the ward of general hospitals. Korea Ins Healthc Archit J. 2011; 17(4):49–55.
27. Yoon JA, Lee HJ. Internal marketing, job stress, organizational commitment and turnover intention in nursing organization. J Korean Acad Nurs Adm. 2007; 13:293–301.
28. Jeong JH. Structural equation modeling on nursing productivity of nurses in a hospital [dissertation]. Seoul: Chung-Ang University;2008.
29. Coomber B, Barriball KL. Impact of job satisfaction components on intent to leave and turnover for hospital-based nurses: A review of the research literature. Int J Nurs Stud. 2007; 44:297–314. http://dx.doi.org/10.1016/j.ijnurstu.2006.02.004.
30. Cox KB. The effects of unit morale and interpersonal relations on conflict in the nursing unit. J Adv Nurs. 2001; 35:17–25. http://dx.doi.org/10.1046/j.1365-2648.2001.01819.x.
TOOLS
Similar articles