The Effect of Internal Marketing on Customer Orientation of Dental Hygienists.
10.17135/jdhs.2016.16.1.37
- Author:
Byung Ho LEE
1
;
Jung Sool KIM
Author Information
1. Department of Dental Hygiene, Youngsan University, Yangsan 50510, Korea. leebh@ysu.ac.kr
- Publication Type:Original Article
- Keywords:
Customer orientation;
Dental hygienists;
Marketing
- MeSH:
Busan;
Dental Hygienists*;
Gyeongsangnam-do;
Humans;
Marketing*;
Power (Psychology);
Reward;
Ulsan
- From:
Journal of Dental Hygiene Science
2016;16(1):37-44
- CountryRepublic of Korea
- Language:Korean
-
Abstract:
The purpose of this study was to reveal association between internal marketing and customer orientation. Internal marketing was composed of empowerment, educational training, reward system, internal communication and management support. We thought these factors affect to the consumer orientation. For this study, 191 dental hygienists in Busan, Ulsan and Kyungnam are participated in this study. The data were analyzed with descriptive statistics, t-test, ANOVA, pearson's correlation coefficients, and stepwise multiple regression analysis with SPSS 18.0 program. In conclusion, we obtained the next results. First, the mean of internal marketing behavior was 3.22 out of 5. In terms of sub-domain, educational training (3.88) is the highest, followed by empowerment (3.35), internal communication (3.10), management support (3.05) and reward system (2.79). Second, the internal marketing factors of internal communication, reward system orientation, management support, empowerment, and educational training had positive correlations with customer orientation (r=0.189∼0.381). Third, the influencing factor in customer orientation were educational training (β=0.277) and empowerment (β=0.276), adjusted R²=0.202. As dental patients' desire to medical service quality becomes diversified, the analysis result is considered to help the future dental service management.
