利用內部行銷提昇內部顧客滿意度－－以某區域教學醫院門診部為例

Using Internal Marketing to Enhance Satisfaction of Employees in Out-Patient Department of a Regional Teaching Hospital

面對日益競爭的醫療經營環境，各醫療機構無不追求全面績效的提升與成本上的控管，其中人力的穩定是達到上述兩目的基礎。因此，如何利用內部行銷提升員工對組織的認同以及工作的滿意程度，使其轉換成院務績效，是現今醫療管理上的重要課題。本研究以某區域教學醫院門診員工為抽樣樣本，針對員工之組織認同與工作滿意度進行問卷調查，利用因素分析將工作滿意度區分為政策福利、主管特性和工作認同三項因素，在組織認同這一部份，則歸因成組織感受和忠誠度兩項因素，進而了解員工對組織認同與工作滿意度的相關性和績效關係。再由重要績效矩陣分析結果顯示：該院需優先改善的項目為高階主管的經營理念及管理方式、各項制度明確化、及部門間的溝通協調。因此該院高層以建置總裁網站，宣導佈達經營理念與制度，並經由網站內之留言版增加溝通管道，提升員工之組織認同並降低人員流動的現象。

Within increasingly competitive environment, medical care providers all pursue to increase overall performance and to contain cost. Stability of manpower is the foundation of achieving the two above-mentioned purposes. Therefore, how to use internal marketing to enhance the organization identification and employees’ work satisfaction and convert them into performance has become an important topic in present medical management. This research took the employees of the out-patient department in a regional teaching hospital as samples to fill a questionnaire to survey their organization identification and work satisfaction. Work satisfaction was classified into three factors including policy and welfare, supervisors’ characteristics, and work identification, and organization identification was classified into two factors including perception of organization and loyalty by factor analysis to understand the correlation between organization identification and work satisfaction. Through importance and performance matrix analysis, the most urgent improvements needed were the management policy and style of supervisors, the certainty of various systems, and the communication and coordination among departments. As a result, the executive officers in the hospital established a “president’s website” to explain and reinforce the strategy and policies of the hospital, and also established communication through message board on the website to promote employees’ organization identification and decrease the turnover rate.