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Perceived internal marketing, organizational commitment and turnover rate of Nurses of DOH retained hospitals in Metro Manila.


April Rose R. Lucena

Related Institution

College of Nursing - University of Santo Tomas Graduate School - Jose R. Reyes Memorial Medical Center

Publication Information

Publication Type
Research Project


Nurse turnover is a critical issue facing the healthcare industry.  Turnover results to the loss of intellectual and human capital of skillful nurses which leads to shortage of nurses and compromised quality of care.  Conversely, a driven and committed nursing staff serves as a foundation for implementing initiatives towards the improvement of healthcare quality.  Chang & Chang (2009) suggest that internal marketing strategies effectively enhance and develop employee's commitment and reduce turnover.  However, only a few studies have examined internal marketing and organizational commitment (Ting, 2011).  In addition, most of the researches examine the relationship of internal marketing to turnover intention (Yeun & Jeon, 205); Lee et al., 2011; Choi & Ha, 2007) rather than the actual turnover rate.  Hence, this study aims to know the relationship between internal marketing as perceived by the nurses, organizational commitment and turnover rate of nurses.

Cross-sectional study design was utilized involving 304 eligible nurses from 7 DOH retained hospitals in Metro Manila.  Two standard questionnaires namely Internal Marketing Scale and Three-Component Model Organizational Commitment Survey (TCM-OCS) were used for data collection after being examined for reliability and content of validity by three experts while the Armstrong Index was used for the calculation of the turnover rate.  Findings of this study can be utilized in formulating internal marketing strategies and creating nursing services program that promotes retention of nurses and employees' organizational commitment.


1. Chang, C , Chang, H . "Perceptions of internal marketing and organizational commitment of nurses" Journal of Advanced Nursing 65(1): 92-100, 2009. Retrieved from: http://https://www.ncbi.nlm.nih.gov/pubmed/19120584
2. Choi, J , Ha, N-S . "The Effects of clinical nurse" Journal of Korean Academy Nursing Administration 13(2): 231-41, 2007. Retrieved from: http://www.koreascience.or.kr/article/ArticleFullRecord.jsp?cn=KHHJB0_2007_v13n2_231
3. Ting, Shueh-Chin . "The Effect of Internal Marketing on Organizational Commitment: Job Involvement and Job Satisfaction as Mediators" Educational Administration Quarterly 47(2): 353-82, 2011. Retrieved from: http://journals.sagepub.com/doi/abs/10.1177/0013161X10387589
4. Yeun, Eun Ja , Jeon, Misoon . "Relationship between Nursing Professionalism, Internal Marketing, and Turnover Intention among Hospital Nurses" Indian Journal of Science and Technology 8(25): October 2015. Retrieved from: http://www.indjst.org/index.php/indjst/article/view/80417/0

Physical Location

LocationLocation CodeAvailable FormatAvailability
JRRMMC 2015-65 Fulltext Print Format

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