의료기관 조직문화와 서비스 및 고객 지향성이 경영성과에 미치는 영향
The Effect of Medical Institution's Organizational Culture, Service and Customer Orientation on Management Performance
ix, 141 p.
조직문화 고객지향성 경영성과;
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One of the most significant changes in the global environment is global acceleration that inevitably promotes medical industry and people's increased preference to high-quality medical care due to increased economic income in Korea. This rapidly increases the demands for high quality medical services. Unlike in the past, consumers themselves can select medical organizations, and their opinions are strongly expressed, which changed medical services from doctor-centric to consumer-centric. It is now becoming difficult for the medical field to survive when it settles in the domestic market. This study aims to verify how the organizational cultures of medical organizations affect business performance, and to understand the causal relationships of medical service orientation and internal consumer orientation and their influence on the members of organization. This study collected 340 samples from 18 general hospitals in Incheon and Bucheon, and analyzed 307 samples of the hospital members. Study results were as follows. First, innovation-oriented organizational culture among the organizational culture types significantly affected service orietation, but hierarchy orientation and duty-oriented organizational culture did not affect service orientation significantly. This means that the stronger the relationship orientation and innovation-oriented organizational culture is, the higher service orientation, which procures competitive advantage in medical market. Second, relationship, hierarchy, and innovation-oriented organizational culture significantly affects customer orientation, but duty-oriented organizational culture did not affect customer orientation significantly. This shows that the stronger the relationship, hierarchy, and innovation-oriented organizational culture, the higher the customer orietation. Third, organizational culture variables and service-oriented and customer-oriented parameters significantly affected business performance, and relationship-oriented and duty-oriented organizational culture, and service and customer orientation among the parameters significantly affected business performance. However, hierarchy and innovation-oriented organizational culture did not affect business performance significantly. This means that the stronger the service and customer orientation, the better the business performance. Fourth, four independent variables including organizational culture variables and the results of direct, indirect, and total effect of service orientation and customer orientation on business performance showed that relationship-oriented organizational culture not only affects business performance directly but also indirectly through service and customer orientation parameters. On the other hand, hierarchy-oriented organizational culture indirectly affects business performance only through customer orientation, and innovation-oriented organizational culture indirectly affects business performance only through service orientation and customer orientation, and duty-oriented organizational culture directly affects business performance, but does not indirectly affects through parameters. In conclusion, how the organizational culture of medical organization affects on business performance, and how the internal customer orientation and medical service orientation affect business performance as well as the results applicable in the field and its methods can be provided as implication.