Examining of Nurses and Midwives’s Corporate Image Perceptions and Organizational Commitment

Abstract

The aim of the study is to examine the relationship between organizational image and organizational commitment levels perceived by nurses and midwives who work in a public hospital. This descriptive study conducted sample of 225 nurses and midwives with "Information Form", "Organizational Commitment Questionnaire" and "Perceived Corporate Image Scale" was performed using. Number, percentage, mean, internal consistency coefficients, t test, ANOVA, Kruskal Wallis-H, Mann Whitney-U and Spearman Correlation tests were used to evaluate the data. The results were evaluated at 0.05 significance level. The mean of the organizational commitment of the study group was 3,77 ± 0,97, the mean of the affective commitment was 3,97 ± 1,34, and the mean of the continuance commitment was moderate with 3,86 ± 1,13, and the normative commitment score was 3.41 ± 1,34 with low level, the mean score of the perceived corporate image was found to be 3.32 ± 0.78 with high level. There was a moderate positive correlation between perceived corporate image and general organizational commitment (r = 0.435), affective commitment (r = 0.423) and normative commitment (r = 0.418) (p = 0.001). In order to sustain the continuity of health institutions in the current competitive environment and to turn the organization into an advantage, it is suggested that employees should focus on increasing their organizational commitment and to increase the employees' perception of corporate image in a positive way.