從過去相關文獻中，內部行銷相關之作為已運用至服務業、金融業等產業之中。文獻也指出醫院護理人員對內部行銷認知的提高，會相對提昇工作滿足、組織承諾與工作績效。因此，醫療院所在推動內部行銷方案時，組織內部員工能否對於所屬團隊產生認同感及使命感，進而提升整體之工作績效，是值得探討之議題。
本研究之目的即是要探討醫療產業內部行銷、組織承諾、工作滿足及工作績效構面間之影響。醫院採用內部行銷理論將之應用在人力資源管理，透過內部溝通及管理支持，以激勵、獎賞與留任，讓員工認同組織，並留任組織內部所需優秀的員工且肯定組織的願景與宗旨，提昇其工作滿足，使員工對工作積極投入進而提升其工作績效，並在組織內提供優良醫療照護服務。
本研究採用橫斷性研究，以結構性問卷量測，醫療院所內部行銷機制對組織內部成員組織承諾、工作滿足與工作績效之影響。針對樣東部、北部及中部醫療院所之醫師、醫事、護理及行政人員為研究對象，統計方法以描述性統計、皮爾森相關係數、驗證型因素分析與結構方程模式進行分析，以檢驗各個變項之相關及因果關係。研究結果分述如下：醫療院所之內部行銷作為會正向影響員工對其組織的承諾；醫療院所之內部行銷作為會正向影響員工對其工作滿足程度；醫院員工的工作滿足程度會正向影響員工的組織承諾；醫療院所之內部行銷作為不會對員工之工作績效產生直接影響；醫療院所之內部行銷作為會透過組織承諾及工作滿足，間接影響到員工的工作績效；醫療院所員工之學歷對組織承諾及工作績效有顯著差異；醫療院所員工之服務機構對內部行銷、組織承諾及工作績效有顯著差異；醫療院所員工之任職型態對組織承諾、工作滿足及工作績效有顯著差異；醫療院所員工之工作收入對組織承諾具有顯著差異。
因此，本研究可提供醫院院所管理階層之參考，應建立完整內部行銷機制，強化其員工的組織承諾，提升工作滿足程度，達成工作績效之提升，進而留任優秀人才。

From the past relevant literature, the internal marketing related actions have been applied to industries such as service industry and financial industry. The literature also points out that hospital nursing staff's awareness of internal marketing will increase job satisfaction, organizational commitment and job performance. Therefore, when the medical institution promotes the internal marketing plan, it is worthwhile to discuss whether the internal staff of the organization can create a sense of identity and mission for the team and improve the overall performance of the work.

The purpose of this study is to explore the impact of internal marketing, organizational commitment, job satisfaction, and job performance in the medical industry. The hospital uses internal marketing theory to apply it to human resource management. Through internal communication and management support, it encourages, rewards and retains employees, allows employees to identify with the organization, and retains the outstanding employees within the organization and affirms the organization's vision and purpose. Its work is satisfied, so that employees are actively engaged in work to improve their work performance, and provide excellent medical care services within the organization.

This study used a cross-sectional study to measure the impact of the internal marketing mechanism of the medical institution on the organization's internal organization, job satisfaction and job performance. For the doctors, medical staff, nursing and administrative personnel of the eastern, northern and central medical institutions, the statistical methods were analyzed by descriptive statistics, Pearson correlation coefficient, verification factor analysis and structural equation model to test the changes. The relevance and causation of the item. The results of the study are as follows: The internal marketing of medical institutions will positively affect the employees' commitment to their organizations; the internal marketing of medical institutions will positively affect the satisfaction of employees' work; the satisfaction of the work of hospital employees will be positive. Commitment to the organization that affects employees; the internal marketing of medical institutions as a direct impact on the performance of employees; the internal marketing of medical institutions as a result of organizational commitment and work satisfaction, indirectly affect the performance of employees ; The employee's academic qualifications have significant differences in organizational commitment and job performance; the medical institution's service organizations have significant differences in internal marketing, organizational commitment, and job performance; the employment status of medical institutions' employees is organizational commitment, job satisfaction, and work. There are significant differences in performance; the work income of medical institution employees has significant differences in organizational commitment.

Therefore, this study can provide reference for the management of hospitals and hospitals. It should establish a complete internal marketing mechanism, strengthen the organizational commitment of its employees, improve the satisfaction of work, achieve the improvement of work performance, and then retain outstanding talents .

目錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與研究問題 4
第三節 研究步驟 5
第二章 文獻探討 7
第一節 內部行銷 7
第二節 組織承諾 13
第三節 工作滿足 18
第四節 工作績效 23
第五節 內部行銷、組織承諾、工作滿足與工作績效相互影響關係 27
第三章 研究方法 31
第一節 研究架構 31
第二節 研究假說 32
第三節 研究變項定義 36
第四節 研究對象與工具 42
第五節 資料分析方法 43
第四章 研究結果與分析 45
第一節 樣本基本資料分析 45
第二節 信度與效度分析 52
第三節 整體模式模型檢測 63
第四節 差異性分析 69
第五章 結論與建議 79
第一節 研究結論 79
第二節 研究貢獻及管理意涵 82
第三節 研究限制與後續研究之建議 86
參考文獻 89
一、中文部分 89
二、英文部分 93
附錄 ..101
【問卷調查】 ..101
 

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