醫院內部行銷對員工工作滿意度與組織承諾之影響

The Effects of Internal Marketing on Job Satisfaction and Organizational Commitment of Hospital Staffs

目的：醫院員工直接影響病人的照護品質，而內部行銷可創造以顧客溝通過程為導向的組織文化。故員工對單位的內部行銷認知及其影響員工工作滿意度與組織承諾的關係，為本研究之目的。方法：本研究採橫斷性研究，以結構性問卷量測。研究對象以隨機叢集抽樣選自某地區醫學中心之員工服務單位。問卷共發430 份，實得有效342 份，回收率79.5%。統計方法以描述性統計、皮爾森相關係數、驗證型因素分析與結構方程模式以檢驗各研究變項間關係。結果：內部行銷對工作滿意度的路徑係數0.66（p<0.001）；工作滿意度對組織承諾的路徑係數0.48（p<0.001）；內部行銷對組織承諾的路徑係數0.83（p<0.001）。結論：研究可發現醫院推行內部行銷，將使員工對醫院擁有良好的認知，對其自身的工作滿意度亦會提高，並進而提昇其對組織之承諾。醫院管理者應花費足夠時間與各類員工進行溝通及交流，傳達院內組織願景與經營理念，使院內員工能留任於原組織且付出心力，肯定組織目標與宗旨。

Objectives: The quality of health care relies upon hospital staff, and internal marketing can create an organizational culture that focuses on customer communication. Therefore, the impact of implementing hospital internal marketing on the satisfaction and organizational commitment of hospital staff is an issue that warrants further study. Methods: This cross-sectional study used a structured questionnaire to investigate the internal marketing, job satisfaction, and organizational commitment of a hospital staff cluster sampled from randomly chosen units of a medical center. Of 430 questionnaires distributed, 342 (79.5%) were collected. Data were analyzed using descriptive statistics, the Pearson correlation coeffi cient, CFA, and structural equation modeling techniques to investigate the relationships amongst study variables. Results: The path coefficients were 0.66 (p<0.001) for internal marketing on job satisfaction, 0.48 (p<0.001) for job satisfaction on organizational commitment, and 0.83 (p<0.001) for internal marketing on organizational commitment. Conclusions: Internal marketing may rally the good perception of a hospital by the hospital staff, and therefore enhance job satisfaction and organizational commitment. To retain employees and their loyalty, health care managers should exert effort to communicate with their staff to make the vision and mission of their institute clear and acceptable.