教學醫院內部行銷與組織承諾關係之探討

The Exploration of Relationship between Internal Marketing and Organizational Commitment in Teaching Hospitals

蔡雅芳(Ya-Fang Tsai) ； 吳世望(Shih-Wang Wu) ； 張肅婷(Su-Ting Chang)

《醫務管理期刊》 9卷3期 (2008/09) Pp. 188-204

https://doi.org/10.6174/JHM2008.9(3).188

摘要

目的：台灣醫療產業面臨體制環境改變，經營壓力逐漸擴增，如何網羅優秀人才，培訓優秀員工，經由提升員工對組織的承諾度來改善員工的服務品質，達到或超越民眾的期望是醫療管理者所重視的議題，也是內部行銷重視的課題。
方法：本研究採橫段面研究，期望經由了解醫院的內部行銷作為，以及探究內部行銷活動對員工組織承諾之間的關聯性與影響，提供醫院管理者一個可以改善員工組織承諾度的方法。研究以問卷作為資料收集工具，問卷發放以中部三家區域教學醫院為研究對象，針對樣本醫院的員工進行調查，包含行政部門、醫療部門、醫技部門、與護理部門。共發放600份問卷，回收315份問卷，其中有效問卷共287份，有效問卷回收率47.83%。
結果：研究結果發現醫院內部行銷作為與員工組織承諾呈現正相關，其中組織承諾三個要素中的情感性承諾與內部行銷構面中的組織願景與人力資源管理活動呈現正相關，相關係數分別為0.544與0.617；持續性承諾與組織願景及人力資源管理活動呈現正相關，相關係數分別為 0.749與0.975。另外，年齡在30-39歲之員工，與主任級員工其對醫院內部行銷作為之知覺會顯著高於20歲以下員工與一般基層員工。而醫師之組織承諾則會顯著高於行政與護理人員。
結論：本研究證實員工對內部行銷活動的重現程度確實與其對組織的承諾度相關。建議醫院管理這在面臨競爭的醫療環境可以運用內部行銷活動提升員工對組織的承諾度，留住優秀的員工，並提升員工的服務能力，以持續維持競爭優勢。

關鍵字

內部行銷 ； 組織承諾 ； 工作滿足 ； 人力資源管理

並列摘要

Objectives: The institutional environment of medical industry in Taiwan is changing, the pressure of management is increasing gradually when we face to change. How to gather outstanding employees, train outstanding staff, and improve staff's service quality via improving staff’s organizational commitment degree is topics that the administrator pays attention, and it is also a subject paid attention to internal marketing.
Methods: This research adopts a cross-sectional study to investigate staffs' perception of internal marketing and organizational commitment of three regional teaching hospitals in Taiwan. Research samples are staffs of three hospitals including the administrative department, medical department, medical technology department, and nursing department. The survey sample includes 600 questionnaires were distributed, resulting in 287 valid questionnaires being returned. The valid return rate for the survey is 47.83%.
Results: The results of the study show a positive correlation between organizational commitment and internal marketing. The affective commitment has positive correlation to organizational vision and HRM activities, the correlation coefficient are 0.544 and 0.617. The consistent commitment has positive correlation to organizational vision and HRM activities, the correlation coefficient are 0.749 and 0.975. The internal marketing perception of staffs who are 30-39 years old and directors is significantly higher than staffs who are under 20 years old and general staffs. The organizational commitment of physicians is significantly higher than administrators and nurses.
Conclusions: The research proves that staff place importance on internal marketing and their organizational commitment do have positive correlation. We suggest that hospital manager can apply internal marketing activities to improve staff's organizational commitment degree, keep outstanding staff, improve service ability of staff, so as to keep the competitive advantage continuously when facing competitive environment.

並列關鍵字

Internal Marketing ； Organizational Commitment ； Job Satisfaction ； Human Resources Management

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