以體驗行銷觀點探討復健科醫病關係品質、滿意度與忠誠度關聯性之實證研究

An Empirical Study of the Relationship among Physician-Patient Relationship Quality, Satisfaction and Loyalty Base on Experiential Marketing Perspective- Department of Rehabilitation

藍毓莉(Yu‐Li Lan) ； 嚴玉華(Yu‐Hua Yan) ； 林宜靜(Yi‐Ching Lin) ； 唐玉蘋(Yu‐ping Tang) ； 丁鏡鳴(Ching‐Ming Ting)

《台灣復健醫學雜誌》 44卷1期 (2016/03) Pp. 43-52

https://doi.org/10.6315/2016.44(1)05

摘要

本研究以體驗行銷觀點探討復健科醫病關係品質、滿意度與忠誠度之關聯性。以任職於北部某區域級醫院復健科病人為研究對象，採橫斷式研究設計，以結構式問卷進行資料收集，共發出190 份，有效問卷為183 份，有效回收率為96.31%。資料分析採描述性統計分析、one-way ANOVA、Pearson 相關分析和迴歸分析。研究結果顯示病人忠誠度在不同年齡別及職業別，達統計上顯著差異(p＜0.05)。體驗行銷與醫病關係品質、滿意度及忠誠度，達顯著正相關(p＜0.05)；迴歸分析滿意度為體驗行銷、醫病關係對忠誠度之中介效果。研究結果除可彌補相關研究之不足以供後續研究參考外，冀能對醫療機構管理者提供實務性之建議。

關鍵字

體驗行銷(experiential marketing) ； 醫病關係品質(physician -patient relationship quality) ； 滿意度(satisfaction) ； 忠誠度(loyalty)

並列摘要

Objective: The purpose of the study was to use experiential marketing to explore the relationship among physician-patient relationship quality, satisfaction, and loyalty in a department of rehabilitation. Methods: A cross-sectional study was conducted. The study subjects were patients of rehabilitation department recruited from a regional hospital in Northern Taiwan using a convenient sampling strategy. A structured questionnaire was applied for data collection; the valid response rate of 190 distributed questionnaires was 96.31%. The statistical analysis methods utilized in the present study included descriptive analysis, one-way ANOVA, Pearson correlation analysis, and regression analysis. Results: The results indicated that age and occupation were significantly different in the context of patient loyalty (p＜0.05). Experiential marketing had a significantly positive correlation with physician-patient relationship quality, satisfaction, and loyalty (p＜0.05). Regression analysis showed the relationship of experiential marketing and physician-patient relationship quality corresponding to loyalty were mediated by satisfaction. Conclusion: The results of the present research are not definitive; these findings can serve as a reference for future research on similar themes. The managers of medical institutions may consider these findings while formulating practical proposals.

並列關鍵字

experiential marketing ； physician-patient relationship quality ； satisfaction ； loyalty

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