Effects of Internal Marketing on Nurse Job Satisfaction and Organizational Commitment: Example of Medical Centers in Southern Taiwan

內部行銷對護理人員工作滿足與組織承諾之影響－以南部醫學中心為例

張景盛(Ching-Sheng Chang)；張心馨(Hsin-Hsin Chang)

內部行銷 ； 工作滿足 ； 組織承諾 ； 結構方程模式 ； internal marketing ； job satisfaction ； organizational commitment ； structural equation modeling SEM

The Journal of Nursing Research

15卷4期（2007 / 12 / 01）

265 - 274

英文

在醫療人力中，以護理人員所占比率最高，隨著時代進步，護理人員的角色日漸擴展，在醫療過程中愈來愈有顯著地位，其人員素質與功能，影響醫療品質甚巨。內部行銷的概念起源於服務業行銷研究之領域，主張企業應該重視並尊重員工、將員工視為內部顧客，此種行銷概念打破以往只注重外部顧客的傳統行銷手法，最主要的目的在於使內部顧客（員工）獲得工作上的滿足，增進個人的工作績效，達成組織最終的營運目標，故透過內部行銷，是否有助於增進護理人員工作滿足，使其樂為組織效力是醫療實務界所關切的問題。因此，本研究旨在探討護理人員內部行銷知覺、工作滿足與組織承諾之結構關係模式，採用問卷調查法，以南部兩家醫學中心之護理人員為研究對象，問卷共發放450份，並得到有效問卷300份，有效回收率為66.7%。進行結構方程模式分析，其結果如下：(1)工作滿足對組織承諾有正向影響。(2)內部行銷對工作滿足有正向影響。(3)內部行銷對組織承諾有正向影響。

As nurses typically represent the largest percentage of employees at medical centers, their role in medical care is exceptionally important and becoming more so over time. The quality and functions of nurses impact greatly on medical care quality. The concept of internal marketing, with origins in the field of market research, argues that enterprises should value and respect their employees by treating them as internal customers. Such a marketing concept challenges traditional marketing methods, which focus on serving external customers only. The main objective of internal marketing is to help internal customers (employees) gain greater job satisfaction, which should promote job performance and facilitate the organization accomplishing its ultimate business objectives. A question in the medical service industry is whether internal marketing can similarly increase the job satisfaction of nurses and enhance their commitment to the organization. This study aimed to explore the relational model of nurse perceptions related to internal marketing, job satisfaction, and organizational commitment by choosing nurses from two medical centers in Southern Taiwan as research subjects. Of 450 questionnaire distributed, 300 valid questionnaires were returned, giving a response rate of 66.7%. After conducting statistical analysis and estimation using structural equation modeling, findings included: (1) job satisfaction has positive effects on organizational commitment; (2) nurse perceptions of internal marketing have positive effects on job satisfaction; and (3) nurse perceptions of internal marketing have positive effects on organizational commitment.

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