本研究主要探討醫療院所內部行銷對服務人員顧客導向行為的影響。近年來醫療規模快速成長，健保總額給付的實施，使醫院面對競爭及經營成本嚴重的考驗。而在此時，醫院如何提升組織內的內部行銷作為，並支援員工使之成為組織內重要資產，提供優質服務予病患已是重要議題。
因此，探討內部行銷、知覺組織支持、工作滿足、情緒勞務、顧客導向行為此五構念間的關係。
本研究係採取問卷調查法，共計回收問卷313份，其中無效問卷23份，有效問卷290份，有效問卷回收率為92.7%。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。
本研究結果發現：(1)內部行銷對知覺組織支持有正向影響；(2)內部行銷對工作滿足有正向影響；(3)知覺組織支持對工作滿足有正向影響；(4)知覺組織支持對情緒勞務無顯著影響；(5)知覺組織支持對顧客導向行為無顯著影響；(6)工作滿足對情緒勞務有正向影響；(7)工作滿足對顧客導向行為有正向影響；(8)情緒勞務對顧客導向行為有正向影響。
醫療院所內採取內部行銷可以提高員工的知覺組織支持、工作滿足進而增進顧客導向行為。本研究之探討可提供管理階層在實施內部行銷與增進員工的顧客導向行為之參考。

This study mainly discusses the influence of internal marketing in medical institutions on the customer-oriented behavior of service personnel. In recent years, the rapid growth of medical scale, the implementation of total health insurance payment, so that hospitals face competition and operating costs serious test. At this time, how to improve the internal marketing role of the hospital within the organization and support employees as an important asset within the organization, the provision of quality services to patients has become an important issue.
Therefore, the relationship between internal marketing, perceived organizational support, job satisfaction, emotional labor, customer-oriented behavior is discussed.
In this study, the department adopted a questionnaire method, a total of 313 questionnaires were collected, of which 23 were invalid questionnaires, 290 valid questionnaires, and the recovery rate of effective questionnaires was 92.7%. Statistical methods are analyzed by descriptive statistics, Pearson correlation coefficients, validation factor analysis and structural equation patterns to test the correlation and causality of each variable.
The results of this study found that: (1) Internal marketing has a positive effect with perceived organizational support; (2) Internal marketing has a positive effect with job satisfaction; (3) Perceived organizational support has a positive effect with job satisfaction; (4) Perceived organizational support has no significant effect with emotional labor; (5) Perceived organizational support has no significant effect with customer-oriented behavior; (6) Job satisfaction has a positive effect with emotional labor; (7) Job satisfaction has a positive effect with customer-oriented behavior; (8) Emotional labor has is a positive effect with customer-oriented behavior.
Internal marketing within the hospital can improve the employee's perceived organizational support, job satisfaction and thus improve customer-oriented behavior. This study provides a reference for management in the implementation of internal marketing and the improvement of customer-oriented behavior of employees.

第一章 緒論 1
第一節 研究背景與動機 2
第二節 研究目的與研究問題 4
第三節 研究流程 5
第二章 文獻探討 7
第一節 內部行銷 7
第二節 知覺組織支持 18
第三節 工作滿足 24
第四節 情緒勞務 30
第五節 顧客導向行為 37
第六節 各變數之關係 42
第三章 研究方法 47
第一節 研究架構 47
第二節 研究假說 48
第三節 研究變數與操作型定義 49
第四節 問卷設計 58
第五節 資料處理與分析 60
第四章 研究結果與分析 63
第一節 樣本基本資料分析 63
第二節 信度與效度分析 69
第三節 整體模式模型檢測 79
第四節 差異性分析 84
第五章 結論與建議 93
第一節 研究結論 93
第二節 管理意涵 95
第三節 研究限制與後續研究之建議 97
參考文獻 99
一、中文部分 99
二、英文部分 105
附錄 115

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