某公立區域醫院SARS事件醫院內部行銷作為與醫護人員離職傾向之研究

Research on the Relationship between Internal Marketing and Medical Personnel's Turnover Intention in a Public Regional Hospi

研究背景與目的： SARS 事件，為我國近年來之重大疫病事件，導致傳 出SARS 病例之醫院醫護人員，常見有不滿、請假、離職的行為。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639 人。對總母體進行問卷調查，回收有效問卷共275 份，有效問卷回收率 為43% 。 研究結果： （1） SARS 事件醫院內部行銷作為認同度愈高，貝IjSARS 事 件後離職傾向愈低（負相關） （2） SARS 事件後離職傾向之預測因子為í 決 策參與」、「工作年資」、「復院後醫院工作遭家人反對」、「福利薪資」。 結論與建議：除內部行銷作為之「薪資福利」、「決策參與」外，醫護 人員特性亦為SARS 事件後離職傾向之顯著預測因子，然而醫護人員特性是難 以改變的影響因素，但院內內部行銷作為卻是院方可百分百掌握的，因此建 議未來院方在面臨類似SASR之緊急事件時，應多注意內部行銷，以降低醫護 人員事件後之離職傾向。

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 turnover intention among healthcare staff in a public hospital in northern Taiwan during the SARS outbreak. Methods: Medical personnel from a public hospital in northern 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 639 workers. A questionnaire was completed by 275 of these subjects, resulting in a completion rate of 43%. Results: During the SARS outbreak, higher identification with internal marketing was associated with lower turnover intention (negative correlation). 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 . Conclusions: Besides salaries and welfare and decision participation , the characters of medical personnel were also the significant predictive factors of turnover intention after the SARS outbreak. However, the characters of medical personnel were effected factors difficult to change, but internal marketing of hospitals can be controlled by itself. The research suggests that the hospital raises the quality of internal marketing in order to decrease the turnover intention of medical personnel when the hospital faces emergencies such as SARS in the future.