USING RELATIONSHIP MARKETING TO DEVELOP AND SUSTAIN NURSE LOYALTY: A CASE OF A RURAL HEALTH CARE INSTITUTION

The prosperity of a health care organization is contingent on its ability to compete for and retain a high quality staff of "loyal" nurses. Although the benefits of maintaining a loyal nursing staff are obvious, turnover in the health care industry is dangerously high. One solution for red...

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Bibliographic Details
Published in:Journal of health and human services administration 1999, Vol.22 (1), p.83-104
Main Authors: PELTIER, JAMES W., BOYT, THOMAS, WESTFALL, JOHN
Format: Article
Language:English
Subjects:
Attachment behavior
Brand loyalty
Financial bonds
Focus groups
Health administration
Health Services Research
Hospitals, Rural - manpower
Humans
Job Satisfaction
Marketing
Nurses
Nursing Staff, Hospital - psychology
Personnel Administration, Hospital - methods
Personnel Loyalty
Physician-Nurse Relations
Physicians
Relationship marketing
Rural health
SYMPOSIUM: Perspectives On Psychological Burnout, VII, Part 4: Replications In Overseas Populations
Work schedules
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Summary:The prosperity of a health care organization is contingent on its ability to compete for and retain a high quality staff of "loyal" nurses. Although the benefits of maintaining a loyal nursing staff are obvious, turnover in the health care industry is dangerously high. One solution for reducing turnover is to develop and sustain a loyal nursing staff. The purpose of this article is to apply customer-oriented marketing theories and practices to better understand how strong nurse-provider relationships can be developed and maintained over time. The authors first examine relationship marketing literature as it applies to nurse relationship and management issues. Second, a framework for conceptualizing internal marketing efforts devoted to enhancing nursing staff satisfaction and retention is tested. Finally, strategies for practicing relationship marketing will be provided.
ISSN:1079-3739