Learning Objective #1: identify the levels of perceived internal marketing in Korean nurses

Learning Objective #2: identify the predictors of job stress, organizational commitment, and turnover intention of Korean nurses

---

Purpose: The purpose of the study was to identify the relationship among internal marketing, job stress, organizational commitment, and turnover intention in nursing organizations in Korea. Methods:  One hundred eighty six nurses recruited from 6 general hospitals in South Korea.  The data were collected by self-reporting questionnaires and analysed by the SPSS WIN 11.0 program using descriptive statistics, Pearson's correlation coefficients and stepwise multiple regression. Results: Nurses participated in the study reported medium levels of perceived internal marketing, job stress, organizational commitment, and turnover intention. Perceived internal marketing had significant negative correlation with job stress(r=-.275) and turnover intention(r=-.301) and significant positive correlation with organizational commitment (r=.501). Employee's management philosophy, characteristics of hospital, and nurse's educational level were significant predictors of job stress (R2=.18). Working environment, monthly income, and job stress were significant predictors of organizational commitment (R2=.31). Organizational commitment, job stress, promotional strategies, and communication style in the organization were significant predictors of turnover intention (R2=.31). Conclusions: Based on the study, we assume that enhancing internal marketing can contribute to reduce job stress and increase organizational commitment, which finally reduce turnover intention. Future intervention study to modify sub-dimensions of internal marketing is warranted.