The Relationship between Internal Marketing and Patient Oriented Behavior
¡XThe Evidence from Kaohsiung Municipal Hospital
In 21th century , not only the life quality but also medical care is perfect was requested by the people. The quality of service is highly related to the front-line worker. According to the literature review, the internal marketing has am important impact on the customer-oriented behavior. This article is empirical study to prove the influence of internal marketing on the patient-oriented behavior of front-line employees in medical care.
The results showed that:
1.Adopting the conduct of internal marketing has an positive impact on affective and normative commitment of organization; but management support has a negative impact on continuance commitment, while thinking highly of staff has no effect on continuance commitment.
2.Adopting the internal marketing conduct has positive impact on organization climate for service.
3.Affective commitment, normative commitment and organization climate for service has positive impact on patient-oriented serving behavior. However, affective commitment and organization climate for service has negative impact on staff-oriented serving behavior. While there is no significance both in continuance commitment comparing with patient-oriented serving behavior and normative commitment comparing with staff-oriented serving behavior.
4.Adopting the internal marketing has a positive impact on patient-oriented serving behavior. However, management support has a positive impact on staff-oriented serving behavior; but thinking highly of staff has no effect on staff-oriented serving behavior. The study also indicated that internal marketing show a positive influence on patient-oriented serving behavior through normative commitment and organization climate for service. So the managers must concern the mediators such as normative commitment and organization climate for service while put internal marketing on the hospital to make sure patient-oriented serving behavior will perform.
Key Words: Internal Marketing, Patient-Oriented, Staff-Oriented, Serving
Behavior
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0526101-220759 |
| Date | 26 May 2001 |
| Creators | Wu, San-Chiang |
| Contributors | none, none, none |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0526101-220759 |
| Rights | unrestricted, Copyright information available at source archive |
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