The Influence of Conduct of Internal Marketing to Service Oriented Attitude of Nursing Staffs in Hospitals
Because of the competition of medical industry and the change of national health insurance system, it drives administrators of hospitals to pay more and more attention to service orientation as people said “patient centered in Taiwan. The concept of patient centered of service orientation emphasize that we should change the physician-centered to patient-centered in the content of medical care, and make more effort in patient satisfaction. How hospitals can mold staffs patient-centered attitude to satisfy patients demands for medical care? Internal marketing is one of ways to choose and train excellent professions. The administrators can use internal marketing to deliver the strategic vision and goal of the hospitals to their staffs, and they can deliver the service value to their patients via the interaction between patients and staffs. They also can use the concept of training and educating that is emphasized in internal marketing to improve staffs ability. We try to probe into the influence of the conduct of internal marketing to service-oriented attitude of nursing staffs. We take nurses who work at wards in three hospitals in middle and southern Taiwan to be our samples, and investigate their attitude to internal marketing conduct and service oriented. The results show us that there is significantly positive correlation between “professional capability of internal marketing and “attitude of service of service orientation. There is significantly positive correlation between “professional capability of internal marketing and “enjoy on job of service orientation. There is significantly positive correlation between “professional capability of internal marketing and “service process of service orientation. There is also significantly positive correlation between “supporting policy of internal marketing and “response to customer of service orientation. There is also significantly positive correlation between “customer centered of internal marketing and “enjoy on job of service orientation. There is also significantly positive correlation between “customer centered of internal marketing and “continuity of service of service orientation. There is also significantly positive correlation between “reward of internal marketing and “response to customer of service orientation.
service oriented satisfaction health care marketing internal marketing
Yafang Tsai Shih-Wang Wu Hsien-Jui Chung
department of health policy and management,Chung Sham Medical University in Taiwan,R.O.C. department of hospital and health care administration of Chia Nan University of Pharmacy & Science i epartment of business administration of National Chung Cheng University in Taiwan,R.O.C.
国际会议
2009 6th International Conference on Service Systems and Service Management( 2009 第六届服务系统与服务管理国际会议)
厦门
英文
147-152
2009-06-08（万方平台首次上网日期，不代表论文的发表时间）