earticle

영어

Ever since China joined WTO in 1990 which prompted market opening, China’s hospital industry is currently undergoing big change. Departfrom from the past dependence on public hospital services, China has introduced many difference forms of private investment hospitals giving way to fierce competition within hospital industry, consequently bringing about big changes in hospital employee managemnt and servce quality management. The purpose of this study is to present a management strategy for hospital organization in China. This study presented the management method of hospital organization as internal marketing and leadership. In addition, these factors influenced the job satisfaction and customer orientation of the members and thought that it would affect the medical service quality. This study also investigates the difference of the hospital management aspect between the national hospital and the private hospital in China. In order to test the research hypothesis, this study used 560 questionnaire response data from 3 national hospitals and 2 private hospitals. The results of this study are as follows: First, internal marketing activities of hospitals have a positive effect on the job satisfaction and customer orientation of the members. Second, leadership has a positive effect on job satisfaction and customer orientation. Third, job satisfaction and customer orientation of hospital organizational members have a positive effect on perceived service quality. Finally, the structural effects of internal marketing, leadership, job satisfaction, customer orientation, and service quality between national hospitals and private hospitals showed significant differences. The results of this study will provide important implications for organizational management through internal marketing and leadership of medical institutions in China. In addition, it is expected that it will help improve service quality and competitiveness of medical institutions through comparative analysis results between national hospitals and private hospitals.