Factors Affecting Nurses' Customer Orientation

This study aimed to identify the factors affecting nurses' customer orientation. A survey was conducted on 440 nurses working for general hospitals in South Korea from November 22 through December 15, 2012, and this study analyzed the data from the questionnaire with SPSS Windows 18.0. Data were analyzed using t-test, analysis of variance, Pearson's correlation, and multiple regression. All factors had a significant correlation with customer orientation. Multiple multiple regression analysis revealed that self-leadership and deep acting was the factor positively influencing nurses’ customer orientation. These factors explained 54.0% of customer orientation. It has important implications in that it suggests a customer orientation prediction model that hospital managers can use as baseline data for nursing human resource management.