- 學位論文
SARS事件醫院內部行銷作為與醫護人員工作滿意度及事件後離職傾向之研究
Research on the Relationship Among Internal Marketing, Medical Personnel''s Job Satisfaction and Turnover Intention in Regional Hospitals in the Situation of a Dangerous Outbreak of Illness Like SARS
摘要
研究背景與目的：近來SARS事件，引起國人高度恐慌，醫護人員受到SARS的影響，表達不滿、請假、離職的行為時有耳聞。本研究目的在於瞭解SARS流行期間，醫院內部行銷作為與醫護人員工作滿意度、SARS事件後離職傾向的相關性，俾以提供醫院再度面臨類似之緊急事件時，在內部顧客管理上採取措施之參考。 研究對象：以北部及中部某區域醫院之醫護人員(於我國出現第一位SARS可能病例前即任職於醫院之人員)為各別研究母體，以普查方式進行SARS事件醫院內部行銷作為認同度、工作滿意度及SARS事件後離職傾向之問卷調查。除分析個別醫院之情形外，也加以探討兩院間之差異。A醫院方面回收有效問卷共275份，有效問卷回收率為43%;B醫院方面回收有效問卷共296份，有效問卷回收率為58%。 研究結果：A醫院方面發現(1) SARS事件醫院內部行銷作為認同度愈高，則工作滿意度愈高(正相關)、SARS事件後離職傾向愈低(負相關);(2)工作滿意度之預測因子為：「工作環境」、「生涯發展」、「個人條件」及性別;(3)SARS事件後離職傾向之預測因子為：「福利薪資」、「決策參與」、工作年資及復院後醫院工作是否遭家人反對。B醫院方面發現(1)SARS事件醫院內部行銷作為認同度愈高，則工作滿意度愈高(正相關)、SARS事件後離職傾向愈低(負相關);(2)工作滿意度之預測因子為： 「內部溝通」、「個人條件」、「教育訓練」、「生涯發展」、「決策參與」及婚姻狀況;(3)SARS事件後離職傾向之預測因子為：「個人條件」及年資。 結論與建議：二院間醫護人員SARS事件醫院內部行銷作為認同度、工作滿意度及SARS事件後離職傾向，皆呈現出一致之相關情形，因此未來院方在處理類似之事件時，加強院內內部行銷，實為提高工作滿意度及降低事件後離職傾向的一劑強心針。在將員工視為內部顧客，盡力滿足員工所需的情形下，相信應能使員工獲得最佳激勵，盡其心力完成醫院所託之任務，達成醫院經營目標。
並列摘要
Background and Purpose: The SARS outbreak caused tremendous fear and anxiety in the general public and particularly among patients and hospital staff in Taiwan. Many healthcare personnel left dissatisfied or quit their jobs due to the SARS outbreak. The purpose of this study was to examine the relationship between internal marketing identification, job satisfaction and turnover intention among healthcare staff in regional hospitals in Taiwan during the SARS outbreak. Methods: Medical personnel from two regional hospitals in northern and central Taiwan who held staff positions before the time of the first documented possible SARS case (March 8, 2003) were included. The study sample of a hospital in northern Taiwan(A hospital) included a total of 639 workers, a questionnaire was completed by 275 of these subjects, resulting in a completion rate of 43%. The study sample of a hospital in central Taiwan(B hospital) included a total of 510 workers, a questionnaire was completed by 296 of these subjects, resulting in a completion rate of 58%. Results: (1)The findings of A hospital were that during the SARS outbreak, higher identification with internal marketing was associated with higher job satisfaction (positive correlation) and lower turnover intention (negative correlation), factors related to job satisfaction were as follows: “work environment”, “career development”, “personal conditions”, and “sex”, and factors related to turnover intention were as follows: “decision participation”, “salaries and welfare”, “family opposed their working in the hospital after the hospital was restored”, and “tenure”. (2)The findings of B hospital were that during the SARS outbreak, higher identification with internal marketing was associated with higher job satisfaction (positive correlation) and lower turnover intention (negative correlation), factors related to job satisfaction were as follows: “internal communication”, “personal conditions”, “educational training”, “career development”, “decision participation”, and “marriage situation”, and factors related to turnover intention were as follows: “personal conditions” and “tenure”. Conclusions: The correlations of internal marketing identification, job satisfaction, and turnover intention of the two hospitals were the same as each other. The research suggests that the hospitals raise the quality of internal marketing in order to increase the job satisfaction and decrease the turnover intention of medical personnel when the hospitals faces emergencies such as SARS in the future.