醫療機構公關行銷活動對醫院服務品質認知、品牌形象認知與忠誠度之影響

目的：民眾知的意識不斷升高，故醫療機構運用行銷策略提供其充足資訊之重要性提升。本研究目的為瞭解醫療機構公關行銷對服務品質認知、品牌形象認知與忠誠度之影響。方法：本研究採2（醫病服務溝通）×2（公共關係維持）因子實驗設計，共4組情境。採配額抽樣法，對象為20歲以上民眾，以網路自填式問卷調查，將研究對象隨機分配至各個情境中。有效問卷289份，以多變量、多因子變異數與迴歸分析驗證假設。結果：公共關係維持將影響民眾之品牌形象認知，醫病服務溝通與公共關係維持之交互效果對服務品質認知有所影響；服務品質與品牌形象認知皆會正向影響病人忠誠度。結論：醫療機構應妥善運用公關行銷策略，提供正確且多元的活動，藉以讓民眾對醫院服務品質與形象產生正確的認知。

關鍵字

醫療機構公關行銷；服務品質認知；品牌形象認知；忠誠度

並列摘要

Objectives: In recent years, citizens' level of medical profession knowledge has been increasing day-by-day. Medical institutions use appropriate marketing strategies to enhance hospital image by offering medical information. Therefore, the purpose of this study was to understand the impact of hospital public relations marketing strategies on service quality, hospital brand image cognition, and loyalty. Methods: The research adopted a 2X2 factorial experimental design, divided into 4 groups of scenarios for medical service communication (central information, peripheral information) and public relations maintenance (health-related activities, non-health-related activities). The research subjects of this study were adults with behavioral ability over 20 years old, and randomly assigned to each scenario. An online, self-administered questionnaire were employed to conduct surveys. Valid questionnaires were 289. MANOVA, ANOVA, and regression analysis were used to validate the hypothesis. Results: The maintenance of public relations was found to affect citizens' perception of brand image significantly. The interaction between medical service communication and public relations maintenance had an impact on service quality. At the same time, hospital service quality and brand image would positively affect patient loyalty to the hospital. Conclusions: Medical institutions should properly use public relations marketing strategies by providing correct and diverse activities. In this way, people can have a proper understanding of the service quality and image.

並列關鍵字

public relations marketing strategies in medical institutions ； service quality perception ； brand Image cognition ； loyalty

參考文獻

江家瑜、朱炫璉、黃勝堅（2019）‧特色醫療整合之合併綜效－以臺北市立聯合醫院為例‧管理評論，38(1)，103-104。https://doi.org/10.6656/MR.201901_38(1).CNI103

林進財、周瑛琪、郭亭玉（2001）‧醫院行銷公關之研究－以台北市地區級以上醫院爲例‧醫務管理期刊，2(4)，56-68。https://doi.org/10.6174/JHM2001.2(4).56

翁瑞宏、何雍慶、邱柏松、黃靖媛（2004）‧醫療服務業顧客認知關係品質與忠誠度關係之理論模型建構‧醫務管理期刊，5(4)，418-437。https://doi. org/10.6174/JHM2004.5(4).418

張耀懋、張秀惠、謝敏青、許怡欣（2011）‧衛生傳播中的醫療行銷－醫師的記者會對其門診量之影響‧台灣公共衛生雜誌，30(1)，29-35。https://doi.org/10.6288/TJPH2011-30-01-04

莊曜愷（2009）‧服務品質、醫院形象與民眾就醫行為對忠誠度的影響‧寶建醫護與管理雜誌，7（2)，18-29。https://doi.org/10.29681/PCJHM.200912.0004

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醫療機構公關行銷活動對醫院服務品質認知、品牌形象認知與忠誠度之影響

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