| Summary: | 碩士 === 臺中健康暨管理學院 === 健康管理研究所 === 92 === Abstract
Background and Purpose: The SARS outbreak caused tremendous fear and anxiety in the general public and particularly among patients and hospital staff in Taiwan. Many healthcare personnel left dissatisfied or quit their jobs due to the SARS outbreak. The purpose of this study was to examine the relationship between internal marketing identification, job satisfaction and turnover intention among healthcare staff in regional hospitals in Taiwan during the SARS outbreak.
Methods: Medical personnel from two regional hospitals in northern and central Taiwan who held staff positions before the time of the first documented possible SARS case (March 8, 2003) were included. The study sample of a hospital in northern Taiwan(A hospital) included a total of 639 workers, a questionnaire was completed by 275 of these subjects, resulting in a completion rate of 43%. The study sample of a hospital in central Taiwan(B hospital) included a total of 510 workers, a questionnaire was completed by 296 of these subjects, resulting in a completion rate of 58%.
Results: (1)The findings of A hospital were that during the SARS outbreak, higher identification with internal marketing was associated with higher job satisfaction (positive correlation) and lower turnover intention (negative correlation), factors related to job satisfaction were as follows: “work environment”, “career development”, “personal conditions”, and “sex”, and factors related to turnover intention were as follows: “decision participation”, “salaries and welfare”, “family opposed their working in the hospital after the hospital was restored”, and “tenure”. (2)The findings of B hospital were that during the SARS outbreak, higher identification with internal marketing was associated with higher job satisfaction (positive correlation) and lower turnover intention (negative correlation), factors related to job satisfaction were as follows: “internal communication”, “personal conditions”, “educational training”, “career development”, “decision participation”, and “marriage situation”, and factors related to turnover intention were as follows: “personal conditions” and “tenure”.
Conclusions: The correlations of internal marketing identification, job satisfaction, and turnover intention of the two hospitals were the same as each other. The research suggests that the hospitals raise the quality of internal marketing in order to increase the job satisfaction and decrease the turnover intention of medical personnel when the hospitals faces emergencies such as SARS in the future.
Key words: SARS, Internal Marketing, Job Satisfaction, Turnover Intention
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