Investigation of the Perceived Corporate Image and Organizational Commitment of Nurses and Midwives

Abstract

This study aimed to examine the relationship between the perceived corporate image and organizational commitment levels of nurses and midwives working in a public hospital. A descriptive information form, the Perceived Corporate Image Scale (based on the Model of Organizational Identification), and the Organizational Commitment Questionnaire were used to collect data from a sample of 225 nurses and midwives. Data were analyzed using numbers, percentages, means, internal consistency coefficients of scales, t-test, analysis of variance, Kruskal Wallis-H test, Mann-Whitney U test, and Spearman’s correlation test. The results were evaluated at the 0.05 significance level. The study group had a high mean score in perceived corporate image (3.32 ± 0.78), moderate mean scores in organization commitment (3.77 ± 0.97), affective commitment (3.97 ± 1.34), and continuance commitment (3.86 ± 1.13), and a low mean score in normative commitment (3.49 ± 1.34). There was a moderately significant positive correlation between perceived corporate image and organizational commitment (r = 0.435), affective commitment (r = 0.423), and normative commitment (r = 0.418). In today’s competitive environment, it is recommended to focus on studies aimed at increasing the organizational commitment of employees and improving their perceived corporate image to maintain the continuity of healthcare services and gain organizational benefits.