본 연구는 의료기관종사자들이 자신이 근무하는 병원으로 환자의 내원을 권유할 의사결정에 영향을 주는 요인을 알아봄으로써 병원경영전략을 모색해보기 위한 것이다. 한 대학병원에 종사하는 직원들 가운데 350명을 대상으로 자기기입식 설문지를 이용하여 2003년 4월 14일부터 2003년 4월 26일까지 연구자료를 수집하였다. 주요 결과는 다음과 같았다.
첫째, 응답자의 결혼 유무에 따라 기혼자가 미혼자보다 내원권유의사가 높았고 상담 회수가 많을수록, 상담을 잘 할수록 내원권유의사가 높았다. 업무만족도나 직장만족도가 높을수록 내원권유가 높았다. 둘째, 연령이 높을수록, 병원근무기간이 길수록, 근무병원평가총점 높을수록 유의하게 내원권유의사가 높았는데 직종근무기간은 내원권유의사와 통계적으로 유의한 관련성이 없었다. 셋째, 병원시설 및 환경, 의료진의 기술 및 전문성, 치료결과, 진료비 수준의 적절성에 대한 인식에 따라 내원권유의사에 유의한 영향을 주었다. 넷째, 다른 변수들을 통제한 상태에서는 연령이 많을수록, 상담회수가 많을수록, 상담을 잘할수록, 병원에 대한 전반적인 만족도가 높을수록 병원의 시설 및 환경이 좋다고 생각할수록 내원권유에 대한 의사가 통계적으로 유의하게 높았다.
결론적으로 다변화하는 병원경영에 환자 중심의 마케팅활동을 발전시키기 위하여서는 의료기관종사자를 병원경영의 유용한 마케팅 자원으로 활용할 수 있음을 확인할 수 있었다.
[영문]This study was to promote hospital management plan by investigating factors influencing on the decision of hospitalization to recommenders hospital through hospital employees recommendation. Subjects were selected out 350 participants among employees working at a university hospital and study data were collected through self-writing questionnaire from April 14, 2003 to April 26, 2003. Major results were summarized as follows.
First, the decision ratio of hospitalization by taking the hospital employees recommendation was higher in a married person than in unmarried person, and higher as the number of consultant was more frequent and the method of consultant was more expert. The employees who had higher occupational satisfaction and higher satisfaction for their working place, more frequently recommended hospitalizing to their hospital. Second, the decision ratio of hospitalization by taking the hospital employees recommendation was significantly higher as employees age was older and working period was longer and the evaluation score for employees occupation was higher, but there was no significant statistical relationship between the working period classified with an occupational category and the hospital employees recommendation. Third, hospital establishment and surrounding, staffs skill and specialty, treatment result, and pertinence of medical cost gave significant effects to the decision of hospitalization. Fourth, when other factors were controlled, the decision ratio of hospitalization was statistically significantly higher as employees age was older and consultant was more frequent and the method of consultant was more expert and overall satisfaction for a hospital was bigger and hospitals establishment and surrounding was more excellent.
In conclusion, this study shows that, in the multi-changed environment of hospital management, hospital employees could be utilized as useful marketing resources for hospital management to promote the marketing activity based on the patients in hospital management.