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 “patient centered” 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 “professional capability” of internal marketing and “attitude of service” of service orientation. There is significantly positive correlation between “professional capability” of internal marketing and “enjoy on job” of service orientation. There is significantly positive correlation between “professional capability” of internal marketing and “service process” of service orientation. There is also significantly positive correlation between “supporting policy” of internal marketing and “response to customer” of service orientation. There is also significantly positive correlation between “customer centered” of internal marketing and “enjoy on job” of service orientation. There is also significantly positive correlation between “customer centered” of internal marketing and “continuity of service” of service orientation. There is also significantly positive correlation between “reward” of internal marketing and “response to customer” of service orientation.