某區域醫院SARS事件醫院內部行銷作為與醫護人員工作滿意度之研究

Research on the Relationship between Internal Marketing and Medical Personnel's Job Satisfaction in a Regional Hospital in the Situation of a Dangerous Outbreak of Illness Like SARS

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。本研究目的在於暸解 SARS流行期間，醫院內部行銷作為與醫護人員工作滿意度的相關性，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：以個案醫院之醫護人員為研究母體，扣除我國出現第一位 SARS 可能病例（2003 年3 月8 日）後，才任職於該醫院之醫護人員，總母體數 為510 人。對總母體進行問卷調查，回收有效問卷共296 份，有效問卷回收率 為58% 。 研究結果： （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）（2）工作滿意度之預測因子為「內部溝通」、「教育訓練」、 「個人條件」、「生涯發展」、「決策參與」、「工作環境」。 結論與建議：內部行銷各構面除「薪資福利」以外，皆為SARS 事件工 作滿意度的顯著預測因子，解釋力並達70% '建議未來院方在面臨類似SARS 之緊急事件時，對於醫護人員工作滿意之提昇'可針對醫護人員醫院內部行 銷的認同度來著手。

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 the internal marketing identification and job satisfaction among healthcare staff in a hospital in central Taiwan during the SARS outbreak. Methods: Medical personnel from a hospital in central Taiwan who held staff positions before the time of the first documented possible SARS case (March 8, 2003) were included. The study sample included a total of 510 workers. A questionnaire was completed by 296 of these subjects, resulting in a completion rate of 58%. Results: During the SARS outbreak, higher identification with internal marketing was associated with higher job satisfaction (positive correlation). Factors related to job satisfaction were as follows: internal communication, educational training, personal conditions, career development, participative decision making, and work environment. Conclusions: In addition to the salaries and welfare, all dimensions of internal marketing were significant predictive factors of job satisfaction during the SARS outbreak. The regression model explained 70% of the total variation in job satisfaction. These findings suggest to raise the quality of internal marketing in order to raise the job satisfaction of medical personnel when the hospital faces emergencies such as SARS in the future.