본 연구는 의료기관의 서비스 지향성이 구성원의 직무만족, 조직몰입, 고객지향성에 미치는 영향을 실증적으로 규명하는 데 목적을 두고 있다. 이러한 목적을 위해 본 연구에서는 국내외 선행연구에 대한 종합적 분석을 기초로 이론적 틀을 구성하고, 이를 기초로 연구모형과 가설을 설정하였다. 그리고 가설을 실증적으로 규명하기 위해 부산지역 종합병원 중 7개 병원을 표본으로 선정하여, 의사, 간호사, 의료기사, 행정직원 등을 중심으로 설문조사를 실시하였다. 본 연구의 결과를 요약하면 다음과 같다. 첫째, 의료기관의 서비스 지향성은 구성원의 직무만족, 조직몰입, 고객지향성에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 구성원의 직무만족도는 구성원의 고객지향성에 긍정적인 영향을 미치는 것으로 나타났다. 이는 의료기관 구성원의 고객지향성을 제고하기 위해서는 조직의 서비스 지향적 시스템을 구축하는 것뿐만 아니라 구성원들의 직무에 대한 만족도를 높이도록 병행하는 것이 더욱 효과적이라는 것을 시사해 준 것이다. 셋째, 구성원의 직무만족은 고객지향성의 매개변수로서 역할을 하는 것으로 나타났으나 조직몰입은 매개변수로서의 역할을 하지 못한 것으로 나타났다.
The purpose of this study is to empirically identify the effect of medical institutions" service orientation on their employees" job satisfaction, organizational commitment and customer orientation. For that purpose, this study formulated a theoretical framework based on comprehensive analysis of preceding studies in Korea and overseas and, on the basis thereof, established a research model and hypothesis. And seven general hospitals in Busan were selected as sample to empirically test the hypothesis, and a survey was conducted for the hospitals" doctors, nurses, medical technicians, administrators, etc. The result of this study can be summarized as follows. First, it was shown that a medical institution"s service orientation had positive effect on the employees" job satisfaction, organizational commitment and customer orientation. Second, the employees" job satisfaction had positive effect on their customer orientation. This implies that, to achieve enhancing of medical institution employees" customer orientation, enhancing employees" job satisfaction while simultaneously building service-oriented system for an organization is more effective. Third, it was shown that employees" job satisfaction functioned as a parameter for customer orientation but organizational commitment did not. However, this study has the following limitations. That is, although medical institutions from more diverse regions and fields have to be selected as sample in order to generalize the result of this study, only a few hospitals in Busan were the object of study, significantly limiting generalization of the result of study. And, since various variables such as an organization"s service orientation, job satisfaction, organizational commitment and customer orientation were considered, a comprehensive, in-depth approach of each variable was not conducted. Especially, the effect of controlled variables such as demographic variable, shown by analysis through structural equation model to significantly affect the employees" customer orientation, was not considered.