本研究旨在探討醫療服務產業之服務導向、內部市場導向與信任、服務績效之關係，研究以問卷調查法進行，取樣對象為醫療服務產業之員工，發出200份問卷，回收129份有效問卷，回收率約64.5﹪。應用SPSS for Windows 軟體12.0版進行描述性統計分析、單因子變異數分析、信效度分析、相關分析、迴歸分析，獲致以下研究結論：
一、醫療服務產業之服務導向對信任有正向顯著的影響。
二、醫療服務產業之內部市場導向對信任有正向顯著的影響。
三、醫療服務產業之服務導向對服務績效有正向顯著的影響。
四、醫療服務產業之內部市場導向對服務績效正相關，但無顯著影響。
根據研究結果發現，在醫療服務產業中組織推動的各項服務措施，服務流程及實務作為，整體服務環境的塑造，會影響員工在信任與服務績效的表現。內部市場導向可以提高員工對醫院的信任，未來可供醫療服務產業之後續研究參考。面對服務導向與內部市場導向的新興領域，有待未來更多的研究者投入，便於發展組織在服務導向或內部市場導向的策略，及深入了解對組織成員的影響。

The study aims at investigating the relationship among service orientation, internal market orientation, trust and service performance. According to the surveying questionnaires of 200 Medical service industry employees in Kaohsiung, eventually 129 valid questionnaires were returned and with a 64.5% return rate. To analyze the results, data processing to descriptive statistics analysis, one way ANOVA, reliability analysis and factor analysis, Pearson, and regression analysis. The main findings of this study are summarized as follows:
1、Service orientation has significantly positive effects on trust in medical service industry.
2、Internal market orientation has significantly positive effects on trust in medical service industry.
3、Service orientation has significantly positive effects on service performance in medical service industry.
4、In medical service industry, internal market orientation and service performance has positive relationship, but has no significantly positive effects.
According to the findings and conclusions, the researcher provides the following suggestions for medical administrations. Every service processing provided and service environment built of the medical service organization would effect employees’ trust and service performance. Internal market orientation could enhance employees’ trust to the hospital, and which could give a referral to the medical service industry in further. Face to the new notion of service orientation and internal market orientation, expect more researchers would involve in developing which strategies and get more understanding the effect of employees.

目 錄 頁數
中文摘要………………………………………………………… i
英文摘要………………………………………………………… ii
誌謝 …………………………………………………………… iii
第一章 緒論 ………………………………………………… 1
第一節 研究背景與動機…………………………………… 1
第二節 研究目的…………………………………………… 3
第三節 研究對象與限制…………………………………… 4
第四節 研究流程…………………………………………… 5
第二章 文獻探討…………………………………………… 7
第一節 服務導向…………………………………………… 7
第二節 內部市場導向……………………………………… 11
第三節 信任………………………………………………… 17
第四節 服務績效…………………………………………… 20
第三章 研究方法…………………………………………… 22
第一節 研究架構…………………………………………… 22
第二節 研究假設…………………………………………… 23
第三節 研究樣本與資料蒐集方法………………………… 25
第四節 研究變數與操作性定義…………………………… 26
第五節 資料分析方法……………………………………… 31
第四章 研究結果…………………………………………… 32
第一節 樣本描述性統計及變異數分析…………………… 32
第二節 信度與效度分析…………………………………… 38
第三節 相關分析…………………………………………… 44
第四節 各構面之迴歸分析………………………………… 45
第五章 研究結論與建議…………………………………… 48
第一節 研究結果…………………………………………… 48
第二節 理論與實務意涵…………………………………… 50
第三節 未來研究方向……………………………………… 51
參考文獻 ……………………………………………………… 52
附錄一 調查問卷…………………………………………… 59
附錄二 個案研究…………………………………………… 63

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