Abstract:

Objective: The purpose of this study is to analyze the effect of internal marketing applications on the organizational commitment of health care personnel, specifically nurses. Health care is crucial for people’s lives and nurses are an important part of it. Internal marketingis a significant tool for increasing job efficiency and service quality.Method: In order to test the hypotheses developed for this objective,data was collected in 2010 from 270 nursesregistered to the TurkishAssociation of Surgical Nurses and the Association of Diabetes Nursesvia e-mails.In this study, Foreman and Money’s internal marketingscale and Allen and Meyer’s organizational commitment scalewereused in the questionnaire. The questionnaires were sent and receivedonline. 250 questionnaires were received,the rate of response is 92%.The compiled data was evaluated via factor analysis and regressionanalysis. Results: The findings of this analysis revealed that internal marketingactivities are influential on organizational commitment elements, particularly affective commitment and normative commitment. Accordingto survey results, in relation with the nurses` institutions, reward andcommunication - internal marketing applications- have an effect onnormative, affective and continuancecommitment - organizationalcommitment elements. It is concluded that vision and development internal marketing applications - are effective on nurses` affectiveand normative commitment, yet are not effective on continuancecommitment. On the other hand, it is found out that training - one of theinternal marketing applications – has an impact on nurses` affectiveand normative commitment.Conclusion: It is clear that internal marketing applications are influential on organizational commitment. It is possible to increase organizational commitment of nurses as long as there is required care andattention paid to internal marketing applications. Therefore, hospitalmanagers should raise their employees` satisfaction and commitment to the hospital by some internal marketing applications such as strengthening the employees`communication with each other, rewarding, creating vision and trainings.Therefore, hospital administrators should beaware of internal marketing applications, as theyare vital to the staying decision of nurses

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