Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/23447
標題: 以員工為基礎之品牌權益觀點探討影響醫學中心醫師工作滿意度之研究
A study of factors influence doctors’ job satisfaction in a medical center from the perspective of employee-based brand equity
作者: 沈秉衡
Shen, Bing-Herng
關鍵字: 品牌
brand
品牌權益
雇主品牌
自我一致性
醫學中心
醫師
滿意度
以員工為基礎的品牌權益
brand equity
employer brand
self-congruity
medical center
physician
satisfaction
employee based brand equity (EBBE)
出版社: 行銷學系所
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(2004), Brand alliance and customer-based brand-equity effects, Psychology & Marketing, Vol. 21(7): 487–508 中文文獻 陳振燧,陳穎修(2001),台灣醫療產業知識管理模式之實證研究,2001科際整合管理國際研討會論文集,5月,東吳大學企管系,台北。 莊逸洲,黃崇哲(2000),醫療機構人力資源管理,華杏出版社 莊逸洲,黃崇哲(2000),醫療機構管理制度,華杏出版社 闕廷諭(2000),知識管理-新世紀醫院管理的利器,醫院33:11-16 黃開蘭(2010),醫院品牌權益衡量構面之研究,臺灣大學醫療機構管理研究所碩士學位論文
摘要: 我國自民國84年開辦全民健保以後,醫院在經營上面臨新的考驗。其中居領導地位的醫學中心,雖然掌握較多的硬體與軟體資源,但為了持續維持其優勢與競爭力,除了醫療保健服務的提供外,更必須加強經營管理與行銷服務,而透過品牌建立的經營管理模式,可以達到強化醫院競爭優勢的目的。品牌管理與行銷服務的成效,必須經常加以衡量,評估,以做為管理與改善之依據。 員工為服務業中服務的直接傳遞者,企業內有高滿意度高忠誠度高生產力的員工,才有可能將利潤極大化。醫學中心在品牌經營管理上,也一樣必須重視員工的滿意度與忠誠度,才能創造一個永續經營的環境。醫師為醫學中心的核心員工,其工作滿意度直接影響到醫院的經營成效、醫療品質、病患的生命照顧,因此醫師工作的滿意度是一個重要的議題。而如何客觀衡量醫學中心醫師工作滿意度,從行銷管理的觀點,品牌權益提供了一個客觀清楚的模式。本研究採用以員工為基礎的品牌權益(employee based brand equity, EBBE)加上自我一致性(self congruity)來探討影響醫學中心醫師的工作滿意度的因素,透過問卷調查的方式收集資料,總共183份有效問卷,並以SPSS 19進行統計分析。 結果顯示: (1)在差異性的變異數分析上,不同職稱對於品牌權益中的構面及自我一致性上有顯著差異,尤其在知覺品質構面上,實習醫師顯著的較為認同。這顯示潛在員工與在職的員工對於醫學中心所提供的後勤支援感受有顯著差異。管理階層有必要改善對在職員工的內部服務以縮短這樣認知上的差距。 (2)在影響性的迴歸分析上,以員工為基礎的品牌權益不同構面與自我一致性確實對員工品牌承諾及員工滿意度會有顯著的影響,尤其是知覺品質及自我一致性。這部份明確的告訴我們醫學中心的願景、使命、醫界地位及各種硬體設施在員工心目中都已經被接受與肯定,因而不會去影響到醫師的工作滿意度。重點在於人性化的管理與高品質的內部後勤支援系統,才真正會影響醫師們的工作滿意度。 (3)在員工品牌承諾中介效果的迴歸分析上,我們得到一個很可貴的結論,要提高醫師們的工作滿意度,很多面向都必須透過員工品牌承諾的中介效果。而品牌承諾的形成,對醫師而言,我們觀察到的重點就是必須提高醫師們在Maslow人類五大需求滿足層次中最高的自我實現層次。 結論:醫學中心經營管理的目標絕非僅僅達到財務上的最大收益。醫學中心所服務的對象是身心遭受病痛折磨的病患,在醫學中心裡面提供服務的核心人物是一群優秀,受過長時間嚴謹專業訓練又懷抱崇高理想的醫師,不管是醫療服務的接受者或醫療服務的提供者都是“人”。因此經營管理的核心理念,從我們這個研究,歸納起來,包含人性化開放式的管理,提供優質的後勤支援內部服務,建立具有領導性指標性倫理性的企業形象,並幫助員工在其精英的歲月當中,藉著全心無怨無悔的投入,得以滿足其自我實現之目標,應該是本研究最有價值的結論。
In 1995, Taiwan launched the National Health Insurance for the medical care system. After that, the environment for medical care industries was opened and the hospital faced more and more challenges. The medical center, standing as the leading position, holds the most hardware and software resources. In order to keep their leading advantages, the medical center needs to enhance the management and marketing services. Branding is an effective way to improve service quality and hospital image. The benefits of brand management should be evaluated periodically, and brand equity is the best way for evaluation. Employees are the direct deliverers in service industry. An enterprise can maximize their profit through employees with high satisfaction and high loyalty. The medical centers need to value their employees to create a sustained environment. Physicians are the core employees in the medical center. The overall job satisfaction of the physicians will affect the managerial results and quality of medical care. From the point of view of marketing management, brand equity can be a good model for evaluating physicians’ job satisfactions. This study uses employee based brand equity (EBBE) and self-congruity as constructs to assess the satisfaction of physicians in a medical center in Taichung area. By using questionnaire, cross-sectional survey, we collected 183 valid data, and analyzed with SPSS 19 software. ANOVA and regression analysis were used for testing our hypotheses, and the results are the followings. 1. There are significant differences in brand association (work culture and work environment), perceived quality (reliability, responsiveness, assurance, and empathy), brand loyalty (intention to stay), and self-congruity among different job titles. Intern doctors are more prone to have high score in brand association and perceived quality. Senior staffs have higher score in brand loyalty and self-congruity. 2. Perceived quality (empathy) and self-congruity significantly affect the brand commitment and the brand commitment will significantly affect the employee job satisfaction. 3. The brand commitment is a complete or partial mediator between some dimensions of brand equity, self-congruity and employee job satisfaction. Conclusion: the managerial purpose of a medical center is not only to maximize the financial outcome. The target subjects of medical care are human beings with physical or psychological illness. The core employees, physicians are a group of specially trained medical professionals. The core value of medical center management should be openness in leadership, take human factors into consideration, high quality internal marketing services, establishing high standard enterprise image, and helping the physicians to achieve the goal of self-accomplishment.
URI: http://hdl.handle.net/11455/23447
其他識別: U0005-1308201323565400
文章連結: http://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0005-1308201323565400
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