醫療產業內部行銷之探討

A Study on the Internal Marketing of Medical Care Industries

陳穎修(Ying-Hsiou Chen) ； 劉蓓芳(Pei-Fang Liu)

《醫務管理期刊》 2卷1期 (2001/03) Pp. 123-136

摘要

本研究以中部某區域醫院688位員工為研究母體，透過醫院員工觀點，對內部行銷與員工工作滿意度進行實證研究，計回收有效問卷440份。本研究目的為探討內部行銷在醫療產業的構面因素、員工對內部行銷認知的重要性與實際感受，最後探討內部行銷與工作滿意度、離職意向之關聯性。研究結果為：(1)內部行銷在醫療產業共七個因素，在重要性程度認知與滿意程度等級排序並不一致，(2)「內部行銷」滿意度與人口統計學變數分析中，發現僅與「教育程度」、「工作年資」為負相關，表示學歷越高、年資越長，對內部行銷意識越強，滿意度越低、離職意向越高，(3)醫院推行內部行銷程度越高，越可滿足其需求，提升員工工作滿意度，降低離職意願；若以個別因素來看，強化「福利薪資因素」，則整體工作滿意度最高，最不易離職。最後提出7點實務建議供業界推行內部行銷之參考。

關鍵字

內部行銷 ； 員工滿意 ； 工作滿意度

並列摘要

The study was conducted on 688 emp1oys of a regional hospital in Central Taiwan to understand, from the viewpoint of hospital employs, internal marketing and employee satisfaction. In total, 440 effective copies of the questionnaire were collected, The purpose of the study was to investigate factors associated with internal marketing in medical care industries, the importance of the employees' knowledge on internal marketing and their actual feelings about it, and the association between internal marketing, job satisfaction and intention of resigning. The findings were: (1) there were seven factors associated with internal marketing in medical care industries; in terms of importance, knowledge and degree of satisfaction were not ranked the same; (2) by demographic variances, the degree of satisfaction on internal marketing was found negatively associated only with variances such as educational level and seniority, that is, persons with higher education, longer employment period, and are more concerned with internal marketing, were likely to have lower degree of satisfaction and higher intention of resigning, (3) the more the hospital promoted internal marketing, more needs could be met, job satisfaction of employees could be upgraded, and the intention of resigning could be reduced. By individual factors, when the ”welfare salary factor” was intensified, the overall job satisfaction would be the highest, and the intention of resigning the lowest. In conclusion, some practical recommendations in seven points were made for the reference of industries in the promotion of internal marketing.

並列關鍵字

internal marketing ； employee satisfaction ； job satisfaction