医院内部行销、员工工作满足与顾客导向关系的结构方程模型分析  

The relationship among hospital internal marketing,employees' job satisfaction and customer orientation:an structural equation modeling study

作　　者：施佳华 祁国华[2] 应庆茹[2] 姚坚[2] 

机构地区：[1]上海市黄浦区体检站,上海200011 [2]上海市第二人民医院,上海200011

出　　处：《中国卫生资源》2011年第5期319-321,共3页Chinese Health Resources

基　　金：上海市黄浦区科技攻关计划基金资助项目;项目编号:(2009)HGG-3

摘　　要：目的:探讨医院内部行销对员工工作满足与顾客导向行为的影响。方法:以上海市某医院279名在职员工为研究对象,进行问卷调查,用结构方程模型技术探讨三者关系。结果:内部行销直接正向影响工作满足(路径系数β=0.84);工作满足直接正向影响顾客导向(路径系数β=0.68);内部行销间接正向影响顾客导向,间接效果为0.571;工作满足在内部行销对顾客导向行为的影响中起中介变量作用。结论:医院内部行销行为会影响员工的工作满足,进而影响其顾客导向行为。Objective: To study the influence of internal marketing on job satisfaction and customer orientation.Methods: Two hundred and seventy-nine staff in one of Shanghai hospitals were investigated through questionnaires to explore the relationship among internal marketing,job satisfaction and customer orientation with structural equation modeling(SEM).Results: Internal marketing had direct and positive effectiveness on job satisfaction(coefficient 0.84),job satisfaction had direct and positive effectiveness on customer orientation(coefficient 0.68),and thus internal marketing positively influenced customer orientation indirectly(indirect effect 0.571).Job satisfaction played an intermediate role between internal marketing and customer orientation.Conclusion: Hospital internal marketing could influence job satisfaction,and then customer orientation.

关 键 词：内部行销 工作满足 顾客导向 结构方程模型 

分 类 号：R19[医药卫生—卫生事业管理]