服務品質、醫院形象與民眾就醫行為對忠誠度的影響

Service Quality, Hospital Image, Medical Behavior and Their Effects on the Royalty towards Hospital

莊曜愷(Yao-Kai Chuang)

《寶建醫護與管理雜誌》 7卷2期 (2009/12) Pp. 18-29

https://doi.org/10.29681/PCJHM.200912.0004

摘要

本研究以國內某區域醫院就醫民眾為對象，探討服務品質、醫院形象和民眾就醫行為及對醫院忠誠度的關係，並以醫院形象與就醫行為為中介變項，討論其中介效果。本文顯示服務品質、醫院形象、就醫行為及忠誠度之間均具有顯著相關性，並且服務品質有直接影響忠誠度的效果。而服務品質影響忠誠度的效果，亦可透過醫院形象或是就醫行為為中介項，達成其影響之效益。因此醫院應努力提昇服務品質，以提昇醫院形象與民眾再次就醫意願，進而提昇其忠誠度。

關鍵字

服務品質 ； 醫院形象 ； 就醫行為及忠誠度

並列摘要

This research investigated the relationship between the service quality, hospital image, medical behavior and the royalty of the patients treated in a regional hospital in Taiwan. It took hospital image and medical behavior as the intermediated factors. The results showed significant correlation between the service quality, medical behavior and the royalty as well as the service quality had the direct influence toward the royalty. The service quality can also take the hospital image and the medical behavior as the intermediated factors to effect the royalty. As a result, the hospital should work hard to raise the service quality in order to enhance the royalty of the patients.

並列關鍵字

service quality ； hospital image ； medical behavior ； the royalty