Effect of Marketing Program on Organizational Commitment of Head Nurses at Zagazig University Hospitals

Abstract

Background: marketing is an imaginative technology-based activity that includes utilizing interactive technologies to create and intercede compatibility between the health care setting and the client .It is innovative because it creates better approaches of interacting with client and provides new service delivery systems and processes that reduce cost. Aim: The present study aimed to determine organizational commitment among head nurses with marketing program. Design: A quasi-experimental design was used to conduct the present study. Setting: the study was conducted at Emergency sector hospitals belonging to Zagazig University hospitals.  Subjects: All head nurses working at the previously mentioned settings at time of data collection (70). Tools: Two tools were used for data collection: Marketing Knowledge questionnaire and Organizational Commitment Scale. Results: Indicated that 90% of head nurses had adequate level of marketing knowledge after program implementation. Additionally, the percentage of organizational commitment for head nurses increase after program implementation to 78.6%. Conclusion: Implementation of marketing training program was associated with improvement in head nurses  marketing knowledge and also there was a statistically significant improvement in all types of organizational commitment after program implementation. Recommendation: the hospital should adopt the marketing strategy to improve head nurses’ organizational commitment. Nurses’ suggestions for work commitment should be considered and establish a marketing committee and marketing department with an experienced manager in healthcare setting.