医院内部行销、员工工作满足与顾客导向关系的结构方程模型分析

The relationship among hospital internal marketing,employees' job satisfaction and customer orientation:an structural equation modeling study

目的:探讨医院内部行销对员工工作满足与顾客导向行为的影响。方法:以上海市某医院279名在职员工为研究对象,进行问卷调查,用结构方程模型技术探讨三者关系。结果:内部行销直接正向影响工作满足(路径系数β=0.84);工作满足直接正向影响顾客导向(路径系数β=0.68);内部行销间接正向影响顾客导向,间接效果为0.571;工作满足在内部行销对顾客导向行为的影响中起中介变量作用。结论:医院内部行销行为会影响员工的工作满足,进而影响其顾客导向行为。

Objective: To study the influence of internal marketing on job satisfaction and customer orientation.Methods: Two hundred and seventy-nine staff in one of Shanghai hospitals were investigated through questionnaires to explore the relationship among internal marketing,job satisfaction and customer orientation with structural equation modeling(SEM).Results: Internal marketing had direct and positive effectiveness on job satisfaction(coefficient 0.84),job satisfaction had direct and positive effectiveness on customer orientation(coefficient 0.68),and thus internal marketing positively influenced customer orientation indirectly(indirect effect 0.571).Job satisfaction played an intermediate role between internal marketing and customer orientation.Conclusion: Hospital internal marketing could influence job satisfaction,and then customer orientation.