||This research takes the hospital as an example to explore the relationship between internal marketing and customer-orientation. There are three purposes of this research: First, exploring the relationships among internal marketing, job satisfaction, organization commitment, and customer-orientation; second, exploring the relationship between customer-oriented attitude and customer-oriented behavior, and third, testing if the behavior control can moderate the relationship between customer-oriented attitude and customer-oriented behavior.|
In order to understand if the control mechanism varies with the levels of hospital in Taiwan, convenience sampling is conducted in three different hospital levels, medical center, regional hospital, and district hospital. In addition, in order to increase the variety of samples, Web-questionnaire was used. Finally, a total of 278 valid questionnaires have been collected. When talking to the data analysis, Factor analysis, Reliability analysis, Correlation Analysis, Structured Equation Model (SEM), and Moderated Regression Analysis are used as analysis methods. The results are as following:
1. Internal marketing has an impact on customer-oriented attitude through job satisfaction and organization commitment.
2. Affective commitment influences normative commitment positively.
3. Normative commitment influences continuance commitment positively.
4. Three kinds of commitment influence customer-oriented attitude positively.
5. Customer-oriented attitude has a positive impact on customer-oriented behavior.
6. Activity control and Capability control can moderate the relationship between Customer-oriented attitude and customer-oriented behavior.