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The Relationships among CEO's Role, Internal Marketing, Market Orientation, Patient Satisfaction, and Hospital Image 원문보기

韓國컴퓨터情報學會論文誌 = Journal of the Korea Society of Computer and Information, v.26 no.1, 2021년, pp.189 - 199  

Shin, Seung-Hee (Gyeongsang National University Hospital) ,  Shin, Jae-Ik (Dept. of Distribution, Gyeongnam National University of Science and Technology)

초록
AI-Helper 아이콘AI-Helper

본 연구는 내부마케팅, 시장지향, 환자만족, 병원이미지 간의 관계를 조사하고 특히 지역 국립대학 병원의 내부 마케팅에 대한 CEO의 역할의 영향에 초점을 둔다. 편의표본추출법으로 설문조사를 실시하였으며, 불성실한 답변을 제외한 222개의 설문지가 가설 검정을 위해 최종 분석에 사용되었다. 수집된 데이터의 기본 분석은 SPSS 21.0을 사용하였으며, AMOS 21.0을 사용하여 신뢰성과 타당성을 검정하기 위해 확인요인분석을 실시하였다. 가설 검정을 위해 경로분석을 실시하였다. 본 연구의 결과는 다음과 같다. 첫째, CEO의 역할은 내부마케팅에 긍정적인 영향을 미쳤다. 둘째, 내부마케팅은 시장지향성에 긍정적인 영향을 미치며 리더십은 내부 마케팅의 가장 영향력 있는 요인이다. 셋째, 시장지향성은 비재무적 조직성과인 환자만족과 병원이미지에 긍정적인 영향을 미쳤다. 따라서 내부마케팅은 시장지향성 및 환자만족과 병원이미지의 향상에 중요한 역할을하며, 내부마케팅 활성화는 병원 CEO의 지원에 달려있는 것으로 확인된다.

Abstract ▼ AI-Helper 아이콘AI-Helper

This study examines the relationship between internal marketing, market orientation, patient satisfaction, and hospital image, and especially focuses on the effect of CEO's role on internal marketing at a local national university hospital. A survey was conducted using the convenient sampling techni...

주제어

#CEO의 역할   #내부마케팅   #시장지향성   #환자만족   #병원이미지  

표/그림 (5)

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