醫院員工的顧客導向行為之相關因素

This study aimed to explore the associated factors of hospital employees' customer-oriented behavior. The study population included employees from one private regional teaching hospital and one municipal hospital in Taipei City. Structured questionnaires were sent to physicians, nurses, other medical staff, and administrative staff at the study hospitals, 2037 in total. A total of 797 questionnaires were returned, with an overall response rate of 39.13%. For the study, the dependent variable was hospital employees' customer-oriented behavior, and the independent variables were internal marketing (which included encouraging and authorization as well as employee-training programs), organizational commitment (which was composed of three dimensions including affective, normative, and continual commitments), job satisfaction (which included internal and external satisfactions), and characteristics of employees. The results indicated that: (1) there was a negative relation between hospitals' employee-training programs and employees' customer-oriented behavior; (2) employees' affective and continual commitment had positive effects on their customer-oriented behavior; (3) employees who had higher internal satisfaction presented better customer-oriented behavior; (4) compared to females, male employees had worse customer-oriented behavior; (5) the older the respondents were, the better their customer-oriented behavior were; and (6) educational achievements exerted significantly impacts on customer-oriented behavior. With this understanding, hospital administrators can design a better human resource management program that will produce more productive employees.