對於醫療機構而言，第一線員工執行各種整合性專業服務，若能表現出良好的組織公民行為時，業務執行上相互合作並支援，不僅可以避免照護疏失，也可以提升整體服務品質。本研究以某醫學 中心之員工為標的，探討醫療照護產業內部行銷相關活動及職場幸福感對於組織公民行為之影響，研究結果顯示(1)醫院員工的內部行銷知覺顯著正向影響組織公民行為；(2)醫院員工的內部行銷知覺顯著正向影響職場幸福感；(3)職場幸福感對內部行銷與組織公民行為間具中介效果。最後，就本研究之結論提出實務管理意涵：醫院實施內部行銷時應加重員工參與對外溝通，適時傳達願景與經營理念，使院內員工內化並貫徹醫院目標與宗旨；設定合適目標，適度工作挑戰，讓員工獲得成就感，以增進職場幸福感，進而願意為組織做出額外的奉獻，以滿足醫療照護產業對高品質的要求，以提供醫院管理實務上能兼顧組織與員工雙贏，穩定人力資源管理策略參考。
For medical institutions, front-line employees perform a variety of integrated professional services. If they can show good organizational citizenship behavior, they can cooperate and support each other in business execution, which can not only improve the overall service quality, but also help to avoid the negligence of care and improve the operation performance of medical services. The results of this study confirm that: (1) internal marketing perception of hospital staff significantly positively affects organizational citizenship behavior; (2) internal marketing perception of hospital staff significantly positively affects workplace well-being; (3) workplace well-being has an intermediary effect on internal marketing and organizational citizenship behavior. The study proposes practical managerial implication : When implementing internal marketing, should increase the participation of the staff in external communication, timely convey the vision and business philosophy, internalize the staff and implement the hospital's goals and objectives; Set appropriate goals, meet appropriate job challenges, achieve a sense of achievement, in order to enhance workplace well-being, and then willing to make additional contributions to the organization, meet the high quality requirements of the medical care industry, in order to provide hospital management stable human resource management strategy reference.
