SARS事件醫院內部行銷作為與醫護人員離職傾向之研究──以中部某區域醫院為例

Research on the Relationship between Internal Marketing and Medical Personnel’s Turnover Intension in the Situation of a Dangerous Outbreak of Illness Like SARS. -- A Regional Hospital for example

研究背景與研究目的：近來SARS事件，引起國人高度恐慌，醫護人員受到SARS的影響，群體請假、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SARS事件後醫護人員離職傾向的相關性，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。Methods：以中部某區域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（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%。

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 quit their jobs or left work temporarily due to the SARS outbreak. The purpose of this study was to examine the relationship between the internal marketing identification when SARS outbreak and turnover intention after SARS outbreak among healthcare staff in a hospital in central Taiwan . 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 lower turnover intention after the SARS outbreak (negative correlation). Factors related to turnover intention after SARS were as follows: internal communication, official rank: nurse, personal conditions, and family opposition to work. Conclusions: The internal communication and personal conditions of internal marketing were significant predictive factors of turnover intention after the SARS outbreak. These findings suggest to give first priority to use the two dimensions(internal communication and personal conditions) to decrease the turnover intention when the hospital to face emergencies such as SARS in the future.