醫療服務的目的是為醫療產業做出貢獻，醫療院所若要永續經營，除了提昇醫療專業技術、儀器設備之外，還要思考如何提升自身的競爭優勢與差異化，發展出具有特色的醫療環境，醫院品牌的塑造將有助於在這場競爭中贏得勝利。醫療服務過程中，員工是代表醫院與病人面對面接觸與溝通的第一線人員，也是醫院品牌成功建立和塑造的重要媒介。品牌的成功在於員工有能力將品牌價值傳遞給顧客，員工對醫院品牌的知識與理解程度將直接顯現在其表現出來的行為與績效，並間接影響顧客對醫院品牌形象的認知。因此本研究以員工的視角來看醫院品牌的建立，探討醫院員工的員工品牌權益、員工品牌承諾及內部品牌化程度對員工在組織公民行為及工作績效影響。
本研究採用問卷調查，以南部某區域教學醫院員工為調查對象，共發放510份問卷，問卷回收475份問卷，有效問卷共計453份。實證研究結果發現醫院員工的員工品牌權益與員工品牌承諾確實會影響組織公民行為，工作績效也會受到組織公民行為的影響；另外，員工品牌權益與員工品牌承諾皆會透過組織公民行為的中介效果影響工作績效，而內部品牌化對員工品牌承諾及利於個人的組織公民行為間具有調節效果。最後根據研究結果提出對管理實務上適當之建議，提供給醫療院所之管理者在評估內部品牌管理策略上的參考。

The main purpose of providing healthcare service is to contribute to medical industry. To achieve the sustainable development, besides enhancing medical technology and equipment, medical institutions have to think about how to not only improve their competitive advantage and infuse differentiation into the organization but also to develop a medical environment of their own distinctive features. In fact, brand building in the healthcare and hospital sector will help triumph in this battle. In the process of providing medical services, employees, are often regarded as frontline staff to facilitate communication between both in the medical encounter, also the vital mediator of whom to build and develop a hospital brand successfully. The success of a hospital brand enables employees to deliver the value of brand to the customers, which means employees’ knowledge and comprehension towards hospital brand will directly reflect on their behaviors and performance and indirectly influence the customers’ perception of hospital brand image.
Therefore, this study aims to explore the establishment of hospital brand from employees’ perspective and further discuss the impact of employee brand equity (EBE), employee brand commitment (EBC), internal branding (IB) on their organizational citizenship behavior (OCB) and job performance (JP). The quantitative method was conducted in this study. The subjects were recruited from Regional Teaching Hospital in Southern Taiwan. This study surveyed 510 employees, have obtained 475 questionnaires, 453 of which valid. The research results show that employee brand equity and employee brand commitment of hospital employees have statistically significant impact on organizational citizenship behavior, and have a positive correlation between organizational citizenship behavior and job performance. Furthermore, both indicators have impact on job performance through mediated effect of organizational citizenship behavior. Internal branding has moderate effect on the relations between employee brand commitment and organizational citizenship behavior-Individuals(OCBI). In the end, based on our findings, the advice on practical management is proposed to the hospital management as reference to assess internal branding strategy.

摘 要 (III)
ABSTRACT (IV)
目 錄 (VIII)
表 目 錄 (X)
圖 目 錄 (XIII)
第一章 緒 論 (1)
1-1 研究背景與動機 (1)
1-2 研究目的 (5)
1-3 研究流程 (7)
1-4 章節架構 (8)
第二章 文獻探討 (9)
2-1 員工品牌權益 (9)
2-2 員工品牌承諾 (16)
2-3 內部品牌化 (21)
2-4 組織公民行為 (28)
2-5 工作績效 (34)
第三章 研究設計與方法 (39)
3-1 研究架構 (39)
3-2 研究假設 (40)
3-3 研究變項操作型定義與衡量 (44)
3-4 問卷設計 (49)
3-5 資料分析方法 (50)
第四章 資料分析 (54)
4-1 敘述性統計分析 (54)
4-2 信度、效度及因素分析 (60)
4-3 人口變項及各研究變項間之關係 (66)
4-4 研究變項之迴歸分析 (71)
4-5 內部品牌化之調節效果分析 (79)
4-6 組織公民行為之中介效果分析 (84)
第五章 結論與建議 (93)
5-1 研究假設驗證 (93)
5-2 研究結論 (95)
5-3 研究意涵 (99)
5-4 研究限制與後續研究建議 (101)
參考文獻 (104)
附錄一、問卷 (111)

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