The study on the relationships among internal marketing,organizational commitment, organizational ethical climate, and organizational citizenship behavior of the healthcare industry

• Main Authors: Hsiu-Chen Fang, 方秀珍
• Other Authors: Min-Li Yang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/53308630179961005427

碩士 === 國立高雄應用科技大學 === 商務經營研究所 === 96 === Abstract Healthcare industry is of labor intensity. Human resource management is the essential issue in the healthcare industry. Accordingly, the study hypothesized that the internal marketing benefits human resource management, and concomitantly ameliorates organizational citizenship behavior. Questionnaires were employed in the survey. Four dimensions, which included internal marketing, organizational ethical climate, organizational commitment, and organizational citizenship behavior, were investigated. The questionnaires were delivered to all the employees of Yuan’s General Hospital. Of 1226 questionnaires delivered, 888 were returned, for the response rate of 76 percent. The results of the survey showed that internal marketing has the significantly positive relationship on organizational ethical climate and organizational commitment. Organizational ethical climate and organizational commitment are significantly associated with organizational citizenship behavior. The internal marketing can increase employees’organizational commitment. As well, launching organizational ethics education contributes to the better intra-hospital organizational ethical climate. Consequently, organizational citizenship behavior of the employees may turn to be altruistic. Facing the phenomenon of increasing resignation rate of the employees and the difficulties of medical and nursing staff’s recruitment, the study suggests that hospital should pay attention to inside marketing and the program of manpower sustainability.