醫院行銷公關與醫病關係連結對醫病關係維繫之影響

The Effects of Hospital Marketing Public Relations and Physician-Patient Relationship Bonds on Physician-Patient Relationship Maintenance

程永明(Yung-Ming Cheng)

《顧客滿意學刊》 6卷1期 (2010/03) Pp. 55-88

https://doi.org/10.30066/JCS.201003.0003

摘要

我國自從民國84年開始實施全民健保制度以來，醫療產業競爭日趨激烈。因此，為輔助大型醫院了解何種策略能有效增進醫療院所與病患間之關係品質與病患忠誠度，本研究建構一個路徑分析模型以探討「醫院行銷公關」、「醫病關係連結」、「醫病關係品質」與「病患忠誠度」等各構面間之前後影響關係。本研究以台中市大型醫院的病患為研究對象，共計發放600份問卷，合計有效問卷為502份，有效回收率為83.67%。本研究採結構方程模式作為驗證模式配適度之分析工具。研究結果顯示：若病患愈能感受到醫院所從事之醫院行銷公關工作與所提供之醫病關係連結時，將能顯著提昇病患與醫院間之醫病關係品質，進而能進一步有效提昇其對該院之忠誠度。最後，本研究根據研究結論，分別針對實務界與後續研究者提出中肯建議。

關鍵字

醫院行銷公關 ； 醫病關係連結 ； 醫病關係品質 ； 病患忠誠度 ； 結構方程模式

並列摘要

The competition in healthcare market has been becoming more and more intense since Taiwan implemented the National Health Insurance program in 1995. Hence, in order to help large-sized hospitals understand what kind of strategy can effectively enhance the physician-patient relationship quality and patient loyalty, this study constructs a path analytical model to test the relationships among hospital marketing public relations, physician-patient relationship bonds, physician-patient relationship quality, and patient loyalty. The respondents involved in this study were the patients from large-sized hospitals in Taichung City. A total of 600 questionnaires were sampled, a total of 502 responses were deemed usable for the analyses, and an 83.67% usable response rate. This study took structural equation modeling (SEM) as the tool to test and verify the fitness of the model. The main research results are summarized as follows. Synthetically speaking, if the patients can obviously perceive that the large-sized hospitals have implemented the actions of marketing public relations and the physician-patient relationship bonds with the patients, this situation will promote the relationship between large-sized hospitals and their patients and further enhance their patients' loyalty. Finally, this study proposes relevant implications for practitioners and future researchers.

並列關鍵字

Hospital Marketing Public Relations ； Physician-Patient Relationship Bonds ； Physician-Patient Relationship Quality ； Patient Loyalty ； Structural Equation Modeling SEM

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