الفهرس 
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Abstract
their
services as the organizational marketing strategies in their in-role behavior,
promotes extra-role behavior, which occurs when the organization staff is
satisfied with the job.Extra-role behavior which nurse performs in their daily work
is the organizational citizenship behavior. Internal marketing concepts can create
organizational commitment which leads to organizational citizenship behavior and
their intention to stay with the organization. Moreover, they will support their
staff to enhance the level of the firm’s service quality, which supports the
organization’s brand image.
The study was conducted to assess the relationship between organizational
citizenship behavior and internal marketing of the nursing profession. This was
achieved through determining staff nurses’ perception regarding organizational
citizenship behavior, determining the availability of utilization of internal
marketing elements among staff nurses, and assessing the relationship between
organizational citizenship behavior and internal marketing of the nursing
profession.
Research design:
A descriptive correlational research design was utilized to conduct this
study.
Setting:
The study was conducted at Menoufia University Hospitals at Shebin El-
Kom which were established in 1993. Menoufia University Hospitals constitute
four buildings as follows: (Main university Hospital, Emergency Hospital,
Specialized Hospital, and Oncology institute).
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Sampling:
The current study subjects was 400 staff nursing working at Menoufia
University Hospitals, and was taken through systematic random sampling. The
sample size required to assess the relationship between organizational citizenship
behavior and internal marketing among staff nurses at Menoufia University
Hospitals was calculated by using the following equation:
Instruments for data collection:
Two instruments were used to collect data.
Instrument I: Organizational Citizenship behavior Scale:
This scale was used to assess nurses’ perception of organizational
citizenship behavior and consisted of 24 items using a three –point Likert scale.
This questionnaire was subdivided into five dimensions of: Altruism 5 items,
generalized compliance 5 items, civic virtue 4 items, and courtesy 5 items and
sportsmanship 5 items.
Instrument II: Internal marketing questionnaire:
Used to assess the availability of utilization of internal marketing elements
among staff nurses which consisted of two parts:
Part one: This part consisted of seven questions to collect data related to
personal characteristics of staff nurses these questions were: age, educational
qualification, marital status, department, years of experience, and years of
experience in the current department and work hours.
Part two: This part consisted of 73 items using a three –point Likert scale.
This questionnaire was subdivided into nine interrelated internal marketing parts
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133
namely: Employee-oriented behaviors 7 items, Communication management 6
items, Employee training 8 items, Job description 8 items, Fair reward 11 items,
Organizational support 5 items, Supervisor support 15 items, Empowerment 4
items, Employment security 9items.
Pilot study:
After reviewing the instrument by the experts, the investigator conducted
the pilot study before administrating the final questionnaire. The purpose of pilot
study was to ascertain clarity, relevance, applicability of the study instruments
and to determined obstacles that may be encountered during data collection. It
also helped to estimate the time needed to fill the questionnaire tools that
approximately ranged from (15-20) minutes. The pilot study was carried on 40
staff nurses which presented (10%) of the sample size to evaluate the feasibility
and clarity of the instrument. There was no change was made so this sample was
included in the study.
Procedure:
The purpose, nature, the potential benefits and time of conducting this
study were explained to each staff nurse and their agreement was assured to
participate in the study. The two instruments were translated to Arabic, the
validity and reliability was done .Data was collected from staff nurses from the
pre-mentioned study setting. Data was collected using the self-administered
questionnaires; which were filled by the nurses themselves during working hours
and filling them needed from 15:20 minutes. Data collection lasted for 3 months,
from November 2020 to January 2021.
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The current study revealed the following results:
1. Approximately half (50.5%) of staff nurses had less than 33 years. As
regards marital status the majority (88.2%) of staff nurses were married.
The highest percentage (80%) of them had bachelor degree in nursing.
Regarding years of experience, more than two fifths (43.8%) of the staff
nurses had 6 to 10 years. Furthermore, nearly half (48%) of them had 6 to
10 years of experience in the current department .The majority (88%) of
staff nurses were working 6 work hours/day.
2. Nearly two thirds (63.3%) of the staff nurses had a high level of total
organizational citizenship behaviors.
3. More than half (57.2%) of staff nurses reported a high level of internal
marketing.
4. There was a significant positive correlation between organizational
citizenship behavior with job description, fair reward, supervisor support
and empowerment.
5. There was no significant correlation between organizational citizenship
behavior and employees-oriented behavior, communication management,
employee training, organizational support, and employment security
(p>0.05).
6. There was a significant positive correlation between organizational
citizenship behavior and total internal marketing.
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Based on the finding of this study, following points are recommended:
Nurse Manager should maintain the availability of resources required
to help staff nurses perform their job effectively, such as equipment
and supplies necessary for providing quality patient care.
Moreover, organizations should take more care of internal marketing
activities, and direct more organizations’ resources and capabilities
towards benefiting their employee as much as possible.
Encourage staff nurses to practice and apply organizational citizenship
behaviors as an integral part of their daily work life through
continuous workshops in the hospital.
Conducting regular workshops and conferences to increase awareness
of all nursing personnel toward marketing concepts and importance.
Further research is needed to assess the relationship between
organizational citizenship behaviors, internal marketing, and
organizational productivity.