病患與醫師間良好關係是否會增強其對醫院的忠誠度呢？

Does a Good patient-physician Relationship Enhance Patient Loyalty to a Hospital?

翁瑞宏(Rhay-Hung Weng) ； 黃靖媛(Ching-Yuan Huang) ； 黃金安(Jin-An Huang)

《台灣公共衛生雜誌》 25卷4期 (2006/08) Pp. 293-302

https://doi.org/10.6288/TJPH2006-25-04-06

摘要

目標：探討病患與醫師間良好關係品質對其醫院忠誠度的影響路徑，本研究推導出三項假設，共包含兩條透過病患之醫院關係品質與醫師忠誠度的中介性路徑，以及一條病患之醫師關係品質對其醫院忠誠度的直接性路徑。方法：以問卷調查的方式，針對三家醫院的門診病患進行實地的訪員問卷調查，總計共收到339份有效問卷。在統計分析方法方面，則採用結構方程模式，針對本研究所提出的研究模型進行驗證。結果：本研究模型具良好的測量信度與建構效度，且整體模式的配適度亦相當良好。統計分析結果發現，病患與醫師間關係品質除了會直接負向影響其對於醫院的忠誠外，另會透過兩項因素（病患之醫院關係品質、病患之醫師忠誠度）的中介來正向影響其對醫院之忠誠度，而整體影響的總效果為0.66。結論：整體看來，病患與醫師間良好的關係品質不僅會增進病患對於該名醫師的忠誠度，亦會提升病患對該醫師所屬醫院之忠誠度。

關鍵字

病患忠誠度 ； 關係品質 ； 關係行銷 ； 醫病關係

並列摘要

Objectives: The purpose of the current study was to explore the impact that patient-physician relationships have on patients' loyalty to hospitals. We hypothesized that the quality of the patient-physician relationship has a direct link with a patient's loyalty to a hospital, as well as an indirect links via the quality of the patient-hospital relationship and a patient's loyalty to their physician. Methods: Self-administered questionnaires were used to collect all data. The sample consisted of 339 ambulatory patients from three regional hospitals in Taiwan. A structural equation model was used to validate the research model. Results: The measure reliability, construct validity, and model fitness of the research model were satisfactory. In addition to having a direct negative influence, two factors (i.e., the quality of the patient-hospital relationship and a patient's loyalty to their physician) positively effected the impact of the quality of the patient-physician relationship on a patient's loyalty to a hospital. The total effect of the quality of the patient-physician relationship was 0.66. Conclusions: Overall, the quality of the patient-physician relationship not only enhanced patient loyalty to their physician, but strengthened a patient's loyalty to a hospital.

並列關鍵字

Patient loyalty ； Relationship quality ； Relationship marketing ； Patient-physician relationship