Nurses Role in Analyzing the Interaction of Individual Factors with Internal Marketing and Services Management on Client-oriented in Hospitals

  Due to the expanded function of the outpatient department in order to have more precise and advanced tests and operations, nurses of this department should have the professional ability and skill to obtain satisfaction. The purpose of this study is to identify factors related to the wishes of clients from outpatient nurses. The present research is a descriptive study that Intermediate questionnaires have been used to collect information. The statistical population of the study was nurses of the outpatient department of public hospitals in Shiraz. The study began in October, 2017 which the data were collected using a simple random sampling method from 145 outpatient nurses in public hospitals. Also, t-test, Pearson correlation coefficient and finally multiple hierarchical regressions were used by SPSS / PC software version 20 for data analysis. Based on the research results, Conscientiousness (p <0.001, β = 0.43), emotional intelligence from individual factors (p = 0.028, β = 0.33) and internal marketing from environmental factors (p = 0.001, β =0.33) were identified as factors associated with the client-oriented. Hospital managers should support outpatient nurses who have direct relationship with patients and clients in order development of appropriate personal and emotional intelligence, as well as consider staff such as clients to improving the service and satisfaction of clients.