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Keywords:

  • internal marketing;
  • job rotation;
  • job satisfaction;
  • nursing;
  • organisational commitment

Aim

To develop or enhance the job satisfaction and organisational commitment of nurses by implementing job rotation and internal marketing practices.

Background

No studies in the nursing management literature have addressed the integrated relationships among job rotation, internal marketing, job satisfaction and organisational commitment.

Method

This cross-sectional study included 266 registered nurses (response rate 81.8%) in two southern Taiwan hospitals. Software used for data analysis were spss 14.0 and amos 14.0 (structural equation modelling).

Results

Job rotation and internal marketing positively affect the job satisfaction and organisational commitment of nurses, and their job satisfaction positively affects their organisational commitment.

Conclusion

Job rotation and internal marketing are effective strategies for improving nursing workforce utilisation in health-care organisations because they help to achieve the ultimate goals of increasing the job satisfaction of nurses and encouraging them to continue working in the field. This in turn limits the vicious cycle of high turnover and low morale in organisations, which wastes valuable human resources.

Implications for nursing management

Job rotation and internal marketing help nursing personnel acquire knowledge, skills and insights while simultaneously improving their job satisfaction and organisational commitment.