医院内部行销、员工工作满足与顾客导向关系的实证研究

An Empirical Research on the Relationship of Hospital Internal Marketing,Job Satisfaction and Customer Orientation

目的了解医院内部行销、员工工作满足与顾客导向的现况及影响因素,探讨三者之间的关系。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。结果性别、年龄、岗位、职务、职称等因素对内部行销、工作满足与顾客导向的认同有显著影响;内部行销能显著正向预测工作满足、工作满足能显著正向预测顾客导向,工作满足在内部行销与顾客导向间起中介作用。结论内部行销的管理理念有助于提高员工的工作满足,进而提升其顾客导向。

Objective To study the current situation and influence factors of hospital internal marketing,staff job satisfaction and customer orientation,and explore their relationships.Methods 279 staff of one of Shanghai hospitals were investigated through questionnaires.Results Gender、age、department、position、professional titles had magnificent influences on internal marketing,job satisfaction and customer orientation acknowledgement;internal marketing could significantly predict job satisfaction,job satisfaction could significantly predict customer orientation,and job satisfaction plays a intermediate role between internal marketing and customer orientation.Conclusion Internal marketing can improve employees＇ job satisfaction,thus to stimulate customer orientation through job satisfaction.