研究目的 本研究主要探討某一牙醫聯盟之「內部行銷」、不同主管之「領導風格」對「顧客導向行為」及「營運績效」之影響;另外也探討影響牙醫診所「營運績效」之因素。 研究方法 本研究除了透過文獻探討進行理論分析之外,亦採用問卷調查法方式,經由蒐集具體的資料,利用SPSS 10.0版統計軟體加以分析處理,期能了解現況及變項間的各種關係。資料分析方法除了敘述性統計分析外,主要利用Pearson 相關分析、單因子變異數分析及線性迴歸分析。 研究結果 牙醫診所之「內部行銷」與「顧客導向行為」呈現正相關(r=0.24,p=0.02),「內部行銷」與「營運績效」間亦具有正相關(r=0.24,p=0.02),「顧客導向行為」與「營運績效」有極明顯正相關(r=0.53,p=0.00)。高關係行為的說服式及參與式「領導風格」,在牙醫診所「內部行銷」、「顧客導向行為」表現上均高於低關係行為的告知式及授權式「領導風格」(p=0.00及p=0.02)。主要影響牙醫診所「營運績效」的變項為:「顧客導向行為」(p=0.00)、「診所規模」(p=0.01)與「診所立地」(p=0.00)。 討論與建議 企業經營者在選擇主管人力時,可以盡量選擇具高關係導向特質之人才以利「內部行銷」;另在經營的過程中,應多鼓勵員工產生「顧客導向行為」,以產生較高之「經營績效」。另牙醫診所設立時也應將「診所規模」與「診所立地」列入考慮。
Research purpose The main purpose for this study is to explore the influences of ‘Internal marketing’ and ‘Leadership style’ to ‘Customer-oriented behaviors’ and ‘Performance’ in a dental group. The major factors which influence performance also be discussed in the study. Research method This study performs theoretical analysis through literature review and collect data by questionnaire survey. In order to understand current situation and varies relationship among different variances, this study performs statistical analysis by SPSS 10.0. The data analysis methods include descriptive statistic, Pearson correlation analysis, one-way ANOVA and liner regression. Research Result ‘Internal marketing’ is significant positive correlate to ‘Consumer- oriented behavior’ and ‘Performance’ in dental clinic. There is significant positive correlation between ‘Consumer- oriented behavior’ and ‘Performance’. High supportive behavior leadership styles such as ‘Supporting’ and ‘Coaching’ are better than low supportive behavior leadership styles such as ‘Delegating’ and ‘Directing’ in ‘Internal marketing’ and ‘Consumer- oriented behavior’. ‘Consumer- oriented behavior’; ‘Size’ and ‘Location’ of dental clinic are major variances which influence ‘Performance’. Discussion and suggestion In order to promote ‘Internal marketing’ concept, the holder of dental clinic should select manager who has higher supportive behavior characteristic. Managers should encourage employee’s ‘Consumer- oriented behavior’ in order to create higher ‘Performance’. Moreover, ‘Size’ and ‘Location’ should be taken as considerations when establish a new dental clinic.