目的:本研究旨在了解醫療團隊對於內部行銷的觀點，以醫療團隊之內部行銷在各構面的重要性及執行現況的相對位置，提供管理者擬定服務品質改善項目優先順序的參考，以探討如何改善內部行銷構面的策略。
方法:以執行整合照護專案之醫療團隊為對象，採問卷調查法，共120份問卷。資料以描述性統計分析、重要性-績效表現分析(IPA)、因素分析、非對稱影響分析(IAA)等統計方法進行分析。
結果:因素分析結果萃取2大類因子，命名為「工具型策略」及「價值型策略」，根據非對稱影響分析(IAA)結果，「工具型策略」中有2項屬性為非對稱低滿意度及高度影響力表示應優先改善的項目，分別為:「專案推動初期，新增工作項目之時間花費以彈性工時計算」、「提供適當軟硬體，將專案所需之工作表單與流程融入原有業務」；「價值型策略」中有2項屬性為非對稱高滿意度及低度影響力表示現況執行良好的項目，分別為:「公開表揚執行專案的工作人員」、「充分說明專案與科部發展的關係」。
結論:提供優質服務是醫院的重要目標，因此了解醫療團隊對於所提供服務內容與實際執行現況的看法是必要的，預期研究成果可做為促進內部員工執行整合照護時所應提供的支援策略之重要參考，藉以提升服務品質。

Objective:The purpose of this study is to assess the medical care team’s opinion of the internal marketing. The relative status based on the importance of each aspect and implementation for the internal marketing explores how the mangers can improve the internal marketing strategy; besides, it can provide them to prioritize service quality improvement for their healthcare programs.

Methods: The subject of the study was medical teams in integrated care programs. The survey method used was questionnaire. 120 questionnaires were collected. The data were analyzed by descriptive statistical analysis, importance-performance analysis(IPA), factor analysis, impact-asymmetric analysis(IAA) ,etc.

Results: Two factors including Tool Strategy and Value Strategy have been extracted by factor analysis. According to impact-asymmetric analysis (IAA), two of the tool strategies are asymmetric low satisfaction but high impact and they should be improved first. The two programs are explained as follows: At the beginning of the implementation of the program, the extra time added should be calculated by flexible hours. In addition, provide hardware and software to integrate the work-froms and work flow required for the program into the business. Two of the value strategies indicating that the current situation is well implemented are asymmetric high satisfaction but low impact. The two programs are: Praise the staff for implementing the program in public. Also, fully explain the relationship between the program and the development of the department.”

Conclusion: Supplying quality service is an important goal for hospitals. Therefore, it is necessary to understand the medical team’s view on the service supplied and the implementation situation. It’s expected that the study can be used as an important reference for internal staff to provide supporting strategy when they implement integrated care and further enhance service quality.

中文部分
匡勝捷、趙堡蕓、劉惠瑚、李明輝(2015)。以病人為中心的全人整合照護模式經驗分享。醫療品質雜誌，9(6)，15-23。

李文瑞、陳世杰、張瑞晃、廖豐斌(2011)。企業內部行銷機制對組織成員之組織承諾的影響-工作滿足中介效果之檢定。北商學報(19)，1-20。

沈進成、楊琬琪、郭振生(2006)。內部行銷、組織承諾、工作滿意與學校效能影響關係之研究-以台南地區國民小學為例。人力資源管理學報，6(1)，47-74。

邱貝玲、陳星助、朱正一(2016)。醫院內部行銷對員工工作滿意度與組織承諾之影響。醫務管理期刊17(1)，12-30。

胡凱傑、李太雨、丘志文(2011)。以Kano模式與重要度績效分析探討亞洲主要貨櫃港口之服務品質。運輸學刊，23(1)，129-164。

翁瑞宏、黃靖媛、羅萱、黃金安、黃雅玲、呂怡霖等人(2010)。以重要性-績效分析法探討醫院門診顧客關係利益之內涵。醫務管理期刊，11(1)，45-61。

梁亞文、蘇湘怡、楊凱蓁、廖虔珮、葉建鑫(2016)。運用重要性-績效表現分析法探討老人福利機構服務品質-以中部某養護中心為例。醫學與健康期刊，5(1)，67-84。

陳玉娟(2014)。幼兒園內部行銷評估指標建構之研究。台中教育大學學報:教育類，28(2)，49-68。

陳亮恭、彭莉甯(2013)。整合式健康照護的發展。醫療品質雜誌，7(2)，27-33。

陳筱華、劉柏妤(2012)。內部行銷、組織承諾、工作投入、及工作滿意對工作績效之影響-以台灣老人福利機構為例。行銷評論。9(3)，277-301。

曾信超、黃先鋒(2009)。內部行銷與組織效能之關聯性-以組織承諾與工作滿意為中介變項，商管科技季刊，10(2)，291-326。

黃銘章、李萍萍(2012)。內部行銷、外部行銷對互動行銷與顧客滿意度間關係干擾效果之研究:多層次分析模型。中山管理評論，20(2)，637-672。

廖述賢、張文榮、胡大謙(2010)。推廣教育之市場導向與組織績效關聯性研究:內部行銷與組織承諾之中介角色。人力資源管理學報，10(4)，55-82。

蔡雅芳、胡哲生(2005)。組織內部與外部價值活動之交易互動-價值鏈觀點。管理學報，22(6)，727-742。

蔡雅芳、吳世旺、張肅婷(2008)。教學醫院內部行銷與組織承諾關係之探討。醫務管理期刊，9(3)，188-204。

英文部分
Bartikowski,B.,& Llosa,S.(2004).Customer satisfaction measurement: comparing four methods of attribute categorisation.The Service Industries Journal,24(4),67-82.

Berry,L.L.(1981).The Employee as Customer,Journal of Retail Banking, 3(1),25-28

Busacca,B.,& Padula,G.(2005).Understanding the relationship between attribute performance and overall satisfaction:Theory,measurement and implications. Marketing Intelligence & Planning,23(6),543-561.

Chen,Y.-C., & Lin, S. (2013).Applying Importance-Performance Analysis for Improving Internal Marketing of Hospital Management in Taiwan. International Business Research, 6(4),45.

Ching-Sheng, C., & Hsin-Hsin, C. (2007).Effect of Internal Marketing on Nurse Job Satisfaction and Organizational Commitment:Example of Medical Centers in Southern Taiwan. Journal of Nursing Research (Taiwan Nurse Association),15(4),265-274

Conduit, J. & Mavondo, F.T. (2001). How Critical is Internal Customer Orientation to Market Orientation, Journal of Business Research, 51(1),11-24

Cohen, J. F., Coleman, E., & Kangethe, M. J. (2016).An importance-performance analysis of hospital information system attributes:A nurses’ perspective. International journal of medical informatics, 86,82-90.
Derya,A. I., & ALTUNOĞLU, A.E.(2016). The Effects of Internal Marketing on Some Job Attitudes: A Study in Private Hospitals in Turkey. Isletme Arastirmalari Dergisi, Vol 8,Iss 2, 1-17.

Dewi, F.D., Sudjana, G., & Oesman, Y. M. (2011). Patient satisfaction analysis on service quality of dental health care based on empathy and responsiveness. Dental research journal, 8(4).

George, W. R. & Gronroos, C. (1989). Developing Customer-Conscious Employee at Every Level Internal Marketing, In Handbook of Services Marketing. Carole A. Congram & Margaret L.Friedman, eds. New York:AMACOM.

Joseph, W. B. (1996). Internal marketing builds service quality. Journal Of Health Care Marketing, 16(1), 54-59

Josip, M., & Darko, P. (2008). Prioritizing improvement of service attributes using impact range-performance analysis and impact-asymmetry analysis. Managing Service Quality, 18(6), 559.

Martilla, J. A. & James, J. C. (1977). Importance-performance analysis. The Journal of Marketing, 77-79.

Mikulić, J., & Prebežac, D. (2008). Prioritizing improvement of service attributes using impact range-performance analysis and impact-asymmetry analysis. Managing Service Quality, 18(6), 559-576

Miranda, F. J., Chamorro, A., Murillo, L. R., & Vega, J. (2010). An importance-performance analysis of primary health care services: managers vs. patients perceptions. Journal of Service Science and Management, 3(2),227.

Oh, H. (2001a). Revisiting importance-performance analysis. Tourism Management, 22, 617-627.

Sirdifeld, C., Caballero, A. G., Windle, K., Jackson, C., McKay, S., Schäfer, W., & Siriwardena, A. N. (2016). Comparing importance and performance from a patient perspective in English general practice: a cross-sectional survery. Family practice, cmw004

Tsai, Y. (2014). Learning organizations, internal marketing, and organizational commitment in hospitals. BMC Health Service,14,152

Wu, H.-H., & Hsieh, S.-M. (2012). A case study of applying importance-performance analysis in orthopedic department to evaluate service quality. International Journal of Management and Decision Making, 12(1), 50-68

Yang, C.-C. (203). Establishment and applications of the integrated model of service quality measurement. Managing Service Quality: an International Journal, 13(4), 310-324