[[alternative]]The Relationship between Internal Marketing and Organizational Commitment﹘The Evidence from One Regional Hospital in Taiwan.

[[abstract]]背景：在服務業中，服務品質與服務提供者密不可分，服務人員的表現是影響行銷成敗、企業興衰之關鍵。由於針對外部顧客所從事的外部行銷，僅占行銷工作的三分之一，另外的內部行銷與互動行銷也很重要。外部行銷是企業對提供服務所設定的承諾，但提升員工實現承諾的能力乃需要企業在內部行銷的努力。本研究以某個案醫院為例，探討歷經重大變革後，個案醫院內部行銷作為與員工組織承諾之相關。此外，過去內部行銷的研究大部份是著重於醫院的特定群體或前線服務人員，很少去探討組織內部行銷作為對醫院整體員工的影響，本研究將以此議題進一步做探討。 目的：探討某公立區域醫院內部行銷作為、組織承諾及兩者的關係。 材料：2004年2月8日以問卷調查方式調查某公立區域醫院全體員工。問卷內容包括醫院內部行銷作為、組織承諾以及員工個人基本資料。 方法：採用皮爾森積差相關與階層式迴歸探討內部行銷與組織承諾之關係。 結果：研究對象在內部行銷整體的態度介於「同意」及「不確定」之間，即員工對於醫院推行之內部行銷作為傾向於認同。在控制個人屬性與工作特徵後，醫院內部行銷作為正向影響組織承諾，亦即醫院內部行銷作為有助於員工對組織情感性的連結及組織目標之認同。 討論：個案醫院內部行銷應特別加強「外部溝通與教育訓練」、「人力資源管理與管理支持」及「內部大量溝通」。「個人條件」對整體組織承諾雖無顯著影響，但有助於「留職承諾」，由於「薪資福利」偏低，因此仍有相當大的努力空間。 限制：個案醫院於本研究進行之前流失相當多年資較淺的醫療人員，因此在人力結構上，本研究可能無法外推至其他公立醫院。[[abstract]]Context: For service organizations, all three types of marketing activities are essential for building and maintaining relationships with clients. It is not enough to make promises through external marketing. Because promises are easy to make, but unless employees are recruited, trained, provided with tools and appropriate internal system, and rewarded for good service, the promises may not be kept. Purpose: The objective of this study is to identify the degree of internal marketing activities implement in health care organization and to eximine the impact of the internal marketing on organizational commitment in the context of one public regional hospital in Taiwan. Data sources: The census survey was conducted during February 8, 2004 in one public regional hospital in Taiwan and a total of 593 usable replies were obtained, representing an effective response rate of 69%. Method: We used Pearson correlation and hierarchical regression analysis to examine the relationship between internal marketing and organizational commitment. Results: 1. The employees’ perception of internal marketing implement is between “agree” and “uncertain”. 2. The internal marketing practices include human resource management/ management support, external communication/ training, internal communication; have positive impact on organizational commitment. Conclusion: Organization implements internal marketing activities will foster employees’organizational commitment