醫院聘僱員工與外包員工就醫忠誠度差異性比較

近年來，醫療市場競爭愈趨激烈，醫療產業經營型態亦快速轉變，顧客忠誠度管理已成為醫務管理上的重要議題之一，但顧客忠誠度的監控與管理不應只限於外部顧客，而應涵蓋醫療機構的內部顧客。由於醫療服務內容更加多元及專業，醫療產業將非核心服務外包也成為一股趨勢，因此在醫院工作的外包廠商員工也成為醫院忠誠度管理時應關注的焦點之一。本研究以某醫學中心的聘僱及外包員工為研究對象，調查其態度面及行為面的忠誠度，聘僱及外包員工之有效樣本數分別為264人及251人，回收率分別為87.4%及88.4%。本研究結果發現在控制了性別、年齡、教育程度、服務年資等因素後，聘僱員工在行為面及態度面上的忠誠度均顯著高於外包員工。總之，在提升外部顧客忠誠度之前，應加強內部顧客之忠誠度，而外包員工又是內部顧客重要之一環，因此本研究建議可由加強職前訓練、增強內部溝通及鼓勵外包員工參與衛教講座等方式提升其對醫院的就醫相關忠誠度。

關鍵字

內部顧客；忠誠度；外包

並列摘要

Customer loyalty management has become a critical issue in healthcare industry because the increasing competition and the changeable way of operation. However, the management of customer loyalty should include both external customers and internal customers. The non-core health care service outsourcing has become a trend because of the demand of this market. That’s the reason why the outsourcing employees should also be a focus group concerning customer loyalty management. The research studies the attitudinal and behavioral loyalty of the employees and outsourcing employees of a medical center. The number of valid sample of the employees and outsourcing employees is 264 and 251, response rate is 87.4% and 88.4% respectively. The results reveal that the attitudinal and behavioral loyalty of the internal employees is significantly higher than that of the outsourcing employees after controlling gender, age, education and years of work experience. Accordingly, the internal customers’ loyalty should be enhanced before reaching the target of external customers and outsourcing employees are no doubt important internal employees. We suggest that managers of hospitals should enhance the outsourcing employees’ medical loyalty by improving pre-job training, internal communication and encouraging them to join medical workshops.