Author： Peltier James Nill Alexander Schibrowsky John A.
Publisher： Haworth Press
ISSN： 0735-9683
Source： Health Marketing Quarterly, Vol.20, Iss.4, 2004-04, pp. : 63-82
Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.
Abstract
Nurse loyalty and retention are critical issues facing the healthcare industry. A lack of continuity in the nursing staff compromises the quality of the care, results in significant costs, and leads to patient concerns about the viability of the healthcare facility. Conversely, a motivated and committed nursing staff creates a solid foundation for implementing initiatives for the improvement of healthcare quality. This article employs the Relationship Marketing Paradigm as a framework to understand and enhance nurse loyalty through internal marketing efforts. The results indicate that financial, social and structural bonds have significant, albeit different, impacts on nurse loyalty. Managerial implications and future research directions are discussed.
Related content
Access to resources
Recommend
