본문 바로가기
KERD
논문KCI 등재

최고경영자 역할, 내부마케팅, 시장지향성, 환자만족, 병원이미지 간의 관계

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

신재익|신승희
한국컴퓨터정보학회 (The Korean Society Of Computer And Information)|2021.01|한국컴퓨터정보학회논문지 (Journal of The Korea Society of Computer and Information)|제26권 제1호|pp. 189-199|DOI https://doi.org/10.9708/jksci.2021.26.01.189

0

조회

0

다운로드

3

인용

0

참고문헌

키워드

Patient satisfaction시장지향성Internal marketing내부마케팅환자만족병원이미지Market orientationHospital imageCEO의 역할CEO’s role
주제분류컴퓨터학

초록

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 영향력있는 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

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 technique and 222 questionnaires excluding unreliable replies were used in the final analysis for the hypothesis testing. SPSS 21.0 was used for the basic analysis of the collected data, and confirmatory factor analysis was performed for reliability and validity using AMOS 21.0. Path analysis was performed for the hypothesis testing. The results of this study are as follows: First, the role of CEO positively affects internal marketing. Second, internal marketing has a positive effect on market orientation, and leadership is the most influential factor of internal marketing. Third, market orientation has a positive effect on patient satisfaction and hospital image, which are non-financial organizational performance. Therefore, internal marketing plays a major role in improving market orientation, patient satisfaction, and hospital image, and it is identified that the activation of internal marketing depends on the support of CEO in hospitals.

참고문헌 (43)

  1. Debasis Bharadwaj, "Value Discipline Dimensions on Organisational Performance and Competitive Advantage: A Study on Pharmaceutical Companies in Diabetes Care", International Journal of Marketing Studies, 9(3), pp.88~ (2017), Canadian Center of Science and Education[DOI]
  2. B. Schneider, "Service Quality: Research Perspectives" (2004), Sage Publication
  3. Steven L. Bernstein, "Internal marketing of an ED-based public health initiative", The American Journal of Emergency Medicine, 23(3), pp.411~413 (2005), Elsevier BV[DOI]
  4. Roger P. Levin, "10 Proven CEO leadership techniques, adapted for orthodontists", Seminars in Orthodontics, 22(4), pp.248~250 (2016), Elsevier BV[DOI]
  5. Sónia Pedro Sebastião, "Internal communication and organisational culture: The management interplay in the view of the Portuguese communication consultant", Public Relations Review, 43(4), pp.863~871 (2017), Elsevier BV[DOI]
  6. Sónia Pedro Sebastião, "Internal communication and organisational culture: The management interplay in the view of the Portuguese communication consultant", Public Relations Review, 43(4), pp.863~871 (2017), Elsevier BV[DOI]
  7. W.M. To, "Effect of management commitment to internal marketing on employee work attitude", International Journal of Hospitality Management, 45, pp.14~21 (2015), Elsevier BV[DOI]
  8. 최승윤, "병원관리자의 리더십이 병원내부 요인들에 미치는 영향에 관한 연구 - 미국의 말콤볼드리지 국가품질상 모형을 중심으로 -", 인적자원관리연구, 19(1), pp.113~150 (2012), 한국인적자원관리학회
  9. Christina Thomaidou Pavlidou, "The effects of internal marketing strategies on the organizational culture of secondary public schools", Evaluation and Program Planning, 84, pp.101894~ (2021), Elsevier BV[DOI]
  10. P. Kotler, "Marketing Management" (2016), Prentice Hall
  11. Bogyun Kim, "Relationships between Personal Traits, Emotional Intelligence, Internal Marketing, Service Management, and Customer Orientation in Korean Outpatient Department Nurses", Asian Nursing Research, 10(1), pp.18~24 (2016), 한국간호과학회[DOI]
  12. L. De Bruin-Reynolds, "The Traditional Internal Marketing Mix and Its Perceived Influence on Graduate Employee Satisfaction in an Emerging Economy", Journal of Global Business and Technology, 11(1), pp.24~38 (2015)
  13. 강천국, "병원내부마케팅이 고객지향성 및 충성도에 미치는 영향", 한국콘텐츠학회 논문지, 16(2), pp.174~185 (2016), 한국콘텐츠학회[DOI]
  14. Yang Chen, "Linking Market Orientation and Environmental Performance: The Influence of Environmental Strategy, Employee’s Environmental Involvement, and Environmental Product Quality", Journal of Business Ethics, 127(2), pp.479~500 (2015), Springer Science and Business Media LLC[DOI]
  15. 최현정, "병원의 내부마케팅이 직무만족, 직무몰입, 조직몰입 및 고객지향성에 미치는 영향", 한국콘텐츠학회 논문지, 14(11), pp.783~797 (2014), 한국콘텐츠학회[DOI]
  16. J. M. Weber, "The Development of a Scale for the Measurement of Internal Marketing in Service Firms", Academy of marketing studies Journal, 19(2), pp.145~156 (2015)
  17. Primitiva Pascual-Fernández, "Key drivers of innovation capability in hotels: implications on performance", International Journal of Hospitality Management, 94, pp.102825~ (2021), Elsevier BV[DOI]
  18. Bernard J. Jaworski, "Conducting field-based, discovery-oriented research: lessons from our market orientation research experience", AMS Review, 7(1-2), pp.4~12 (2017), Springer Science and Business Media LLC[DOI]
  19. Nklee, "The Ef ects of Franchise Headquarter’s Market Orientation and Corporate Social Responsibility on Relationship Quality and Management Performance of Franchisees", Doctor, pp.2017
  20. Haroon R. Abbu, "Synergistic effects of market orientation implementation and internalization on firm performance: Direct marketing service provider industry", Journal of Business Research, 125, pp.851~863 (2021), Elsevier BV[DOI]
  21. John C. Narver, "The Effect of a Market Orientation on Business Profitability", Journal of Marketing, 54(4), pp.20~35 (1990), SAGE Publications[DOI]
  22. 조정환, "상업 피트니스 센터의 내부마케팅, 시장지향성, 경영성과 간의 구조관계", 한국스포츠산업경영학회지, 21(4), pp.143~159 (2016), 한국스포츠산업경영학회
  23. K. Zaman, "Impact of Internal Marketing on Market Orientation and Business Performance", International Journal of Business and Social Science, 3(12), pp.76~87 (2012)
  24. Panagiotis Mitropoulos, "Understanding quality and satisfaction in public hospital services: A nationwide inpatient survey in Greece", Journal of Retailing and Consumer Services, 40, pp.270~275 (2018), Elsevier BV[DOI]
  25. 박병태, "국내 보건의료환경 변화와 병원경영 인사이트", 병원경영학회지, 22(1), pp.61~66 (2017), 한국병원경영학회
  26. 문준환, "환자 유형에 따른 의료서비스요인과 고객만족간의 효과연구", 서비스경영학회지, 18(2), pp.25~50 (2017), 한국서비스경영학회[DOI]
  27. M. Meterko, "Teamwork Culture and Patient Satisfaction in Hospitals", Medical Care, 42(5), pp.492~498 (2004)
  28. C. Wagner, "The Association between Organizational Culture, Organizational Structure and Quality Management in European Hospital", ISQua, 26(1), pp.74~80 (2014)[DOI]
  29. 신동선, "군 의료기관의 조직문화 유형이 의료서비스 질과 고객만족에 미치는 영향", 병원경영학회지, 21(4), pp.23~44 (2016), 한국병원경영학회
  30. Prabu David, "Corporate Social Responsibility Practices, Corporate Identity, and Purchase Intention: A Dual-Process Model", Journal of Public Relations Research, 17(3), pp.291~313 (2005), Informa UK Limited[DOI]
  31. Jykim, "The Causal Relationship Among Medical Service Orientation, Hospital Image and Hospital Performance", Review of Accounting and Policy Studies, 10(2), pp.281~304 (2005)
  32. 양영익, "시장지향성, 마케팅혁신, 지속적인 경쟁우위, 그리고 성과간의 관계에 대한 연구: 전문경영인의 관점에서", 전문경영인연구, 15(1), pp.115~138 (2012), 한국전문경영인학회[DOI]
  33. Mark E. Parry, "PERSPECTIVE: Cross-Functional Integration in Spanish Firms", Journal of Product Innovation Management, 27(4), pp.606~615 (2010), Wiley[DOI]
  34. Chiquan Guo, "How manufacturer market orientation influences B2B customer satisfaction and retention: empirical investigation of the three market orientation components", Journal of Business & Industrial Marketing, 30(2), pp.182~193 (2015), Emerald[DOI]
  35. Claes Fornell, "Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics", Journal of Marketing Research, 18(3), pp.382~388 (1981), SAGE Publications[DOI]
  36. J. F. Hair, "Multivariate Data Analysis" (1998), Prentice-Hall
  37. R. B. Kline, "Principles and Practice of Structural Equation Modeling" (2005), Guilford
  38. Yu-Lung Wu, "User-switching behavior in social network sites: A model perspective with drill-down analyses", Computers in Human Behavior, 33, pp.92~103 (2014), Elsevier BV[DOI]
  39. Derya Kara, "The effects of leadership style on employee well-being in hospitality", International Journal of Hospitality Management, 34, pp.9~18 (2013), Elsevier BV[DOI]
  40. Shampy Kamboj, "Market orientation, marketing capabilities and sustainable innovation", Management Research Review, 40(6), pp.698~724 (2017), Emerald[DOI]
  41. 강천국, "병원 내부마케팅이 간호사의 직무만족 및 고객지향성에 미치는 영향", 한국산학기술학회논문지, 21(9), pp.321~330 (2020), 한국산학기술학회[DOI]
  42. Emily C. Tanner, "Panacea or paradox? The moderating role of ethical climate", Journal of Personal Selling & Sales Management, 35(2), pp.175~190 (2015), Informa UK Limited[DOI]
  43. W.M. To, "Effect of management commitment to internal marketing on employee work attitude", International Journal of Hospitality Management, 45, pp.14~21 (2015), Elsevier BV[DOI]

관련 논문AI추천

중소병원 내부마케팅이 고객지향성과 경영성과의지에 미치는 영향 및 시장지향성의 매개효과김경란, 김미숙, 배성윤한국보건정보통계학회 · 보건정보통계학회지2017 · 제42권 제1호병원 종사원의 내부마케팅 활동이 직무만족 및 외부고객 지향성에 미치는 영향 연구구영애, 안성식, 한용준경영연구원 · 의료경영학연구2012 · 제6권 제2호병원내부 마케팅 요인들이 내부 고객 만족에 미치는 영향에 대한 연구안종민대한임상검사과학회 · 대한임상검사과학회지2013 · 제45권 제4호간호사가 지각한 내부마케팅이 자기효능감과 병원이미지에 미치는 영향신승희, 신재익, 정지희한국컴퓨터정보학회 · 한국컴퓨터정보학회논문지2019 · 제24권 제5호내부시장 지향성이 의료서비스 제공자의 역할 행동 및 역할 외 행동에 미치는 영향서정안, 이명성, 이정욱한국전문경영인학회 · 전문경영인연구2022 · 제25권 제4호내부․외부시장지향성이 서비스품질 및 내부․외부고객만족에 미치는 영향박유식, 한창희한국기업경영학회 · 기업경영연구2012 · 제19권 제3호

이 간행물의 다른 논문 (32건)

Parallel Algorithm of Conjugate Gradient Solver using OpenGL Compute Shader이도경, 홍민, VAHONGLYpp. 1-9순수 함수형 언어로 작성된 쌍방시뮬레이션 알고리듬의 성능을 병렬화로 향상시키는 방법 연구안기영pp. 11-17기와의 와당에 인공신경망 적용을 통한 인공지능의 문화재 복구 가능성에 대한 연구이병권, 김준오pp. 19-26라벨 임베딩 분포를 사용한 효율적인 딥러닝 앙상블 방법박새롬pp. 27-35인공지능 개념과 알고리즘 학습을 위한 교육 콘텐츠한선관pp. 37-44
원문 보기