醫療產業發展快速使得醫院之問的競爭日趨激烈,就醫療業來說顧客指的即是消費醫療院所提供之服務的民眾,為了達到照護當地社區居民的健康以提供良好的醫療服務,管理者必須先從暸解民眾的特性及對服務品質的期望程度來著手。依據不同的民眾需求擬訂合適的行銷策略,以獲取民眾的信賴。本研究以台北市三家地區醫院為對象,目的在探討門診病忠的人口特性與生活型態是否會對於服務品質期望產生的不同影響。研究結果發現:(1)人口特性對生活型態與服務品質期望部份達統計上顯著差異。(2)病患之生活型態與服務品質期望呈現正相關,複迴歸分析亦顯示人口特性與生活型態可預測病患之服務品質期望。本研究顯示生活型態可做為門診病忠之區隔變數,並影響病患對醫院服務品質之期望。最後依據研究結果提出改善建議,期能做為醫療院所管理上之參考。
Customers are the personnel who consume the health care service in hospital. For providing higher health care service quality, the hospital manager should realize customer's characteristic and the service quality expectations, than make the correct marketing strategy to get customer's reliance. We selected outpatients from three district hospitals in Taipei area as our sample area. The study population was to explore if demographics and lifestyle influence outpatients' service quality expectations. The findings of the study showed (1) demographics and lifestyle could effect service quality expectations (2) Lifestyle was positively associated with service quality expectations. The regression analysis showed that demographics and lifestyle could estimate patients' service quality expectations. Lifestyle can be used to group customers, and has significant differences on the service expectations. At last, we provide some recommendations for health care manager.