title: Using relationship marketing to develop and sustain nurse loyalty: a case of a rural health care institution.
abstract: 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 in tested. Finally, strategies for practicing relationship marketing will be provided.
authors.affiliation: University of Wisconsin, Whitewater, USA.
authors.forename: J W
authors.initials: JW
authors.lastname: Peltier
authors.forename: T
authors.initials: T
authors.lastname: Boyt
authors.forename: J
authors.initials: J
authors.lastname: Westfall
mesh_terms: D006302:Health Services Research; D006780:Hospitals, Rural; D006801:Humans; D007588:Job Satisfaction; D009741:Nursing Staff, Hospital / Q000523:psychology*; D010557:Personnel Administration, Hospital / Q000379:methods*; D010558:Personnel Loyalty; D019555:Physician-Nurse Relations; D000078329:Workforce