| Summary: | 碩士 === 臺北醫學大學 === 醫務管理學系 === 91 === Facing a very competitive healthcare market, hospital administrators need to improve the quality of health services by understanding and enhancing their employees’ customer-oriented behavior, and by improving the interrelationships between employees and patients. This study aimed to explore the influential factors of hospital employees'' customer-oriented behavior. The study population included employees from one private regional teaching hospital and one municipal hospital in Taipei City. Structured questionnaires were sent to physicians, nurses, other medical staff, and administrative staff at the participating hospitals. A total of 797 questionnaires were returned, with an overall response rate of 39.13%. For the study, the dependent variable was hospital employees'' customer-oriented behavior, and the independent variables were organizational commitment (which was composed of three dimensions, affective, normative, and continual commitment), job satisfaction (which included internal and external satisfaction), internal marketing, and characteristics of employees. The results indicated: 1) Employees’ affective and continual commitment had positive effects on their customer-oriented behavior. 2) Employees who had higher internal satisfaction presented better customer-oriented behavior. 3) Compared to females, male employees had worse customer-oriented behavior. 4) The older the respondent was, the better his or her customer-oriented behavior was. 5) Educational achievements exerted significantly impacts on customer-oriented behavior. In conclusion, employees'' customer-oriented behavior was influenced by characteristics of employees, organizational commitment, and job satisfaction. With this understanding, hospital administrators can design better human resources management strategies with the aim of improving the quality of health services provided.
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