Purpose The purpose of this study was to identify the influence of the internal marketing perception on customer orientation and the organizational citizenship behavior of clinical nurses.
Methods: The participants were 184 nurses working in 3 tertiary hospital in B city and Y city in South Korea. Data were analyzed using descriptive statistics, ANOVA, Scheffé test, Pearson's correlation coefficients and stepwise multiple regression with SPSS/WIN 25 program.
Results: The mean score for the total internal marketing was 2.85 points. Internal marketing of nurses had a statistically significant positive correlation with customer orientation (r=.44, p<.001) and organizational citizenship behavior (r=.39, p<.001). Communication of internal marketing had significant influences on customer orientation (β=.49) and organizational citizenship behavior (β=.41).
Conclusion: These results suggest a need to increase efforts of hospital organizations to increase internal marketing. Further, in order to enhance customer orientation and organizational citizenship behavior, strategies for improving internal marketing and promoting communication should be established.
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