探討醫院醫療補救策略對病患忠誠度的影響

A Study of Influences of the Medical Service Recovery Strategy on Patients Loyalty

趙志興(Chih-Hsing Chao) ； 洪正芳(Cheng-Fang Hung) ； 呂學毅(Hsueh-Yi Lu)

《顧客滿意學刊》 8卷2期 (2012/09) Pp. 211-235

https://doi.org/10.30066/JCS.201209.0003

摘要

本研究目的在探討醫療補救策略、病患關係傾向認知、病患信任、醫院承諾與就診忠誠度之相關實證研究，並將醫療服務補救區分為補救預應策略（醫療服務失誤發生前）和補救反應策略（醫療服務失誤發生後）兩大類。以臺灣中部雲林地區曾接受醫療的居民為研究對象，經採樣獲得有效問卷346份，經描述性統計、驗證性因素分析、結構方程模式（Structural Equation Modeling; SEM）等統計分析，分析結果發現：醫療預應策略與醫療反應策略會顯著影響病患關係傾向認知；而病患關係傾向認知會影響信任、承諾；信任、承諾會影響忠誠度。研究結果可作為醫院採行醫療補救策略之參考。

關鍵字

醫療補救策略 ； 關係傾向 ； 結構方程模式

並列摘要

The purpose of this research was to study the related demonstrations among the different medical recovery strategies, patient cognitive orientation, trust, commitment and loyalty. Recovery medical services is a strategic issue which classifies into two types: one is proactive recovery strategy (medical service failures before they occurred), and the other is reactive recovery strategy (after the failure of medical services). There were 346 valid questionnaires from residents who had received medical services in Yunlin, central Taiwan. Analyzed by descriptive statistics, confirmatory factor analysis, and structural equation modeling methods, the result shows that the proactive recovery strategy and reactive recovery strategy would greatly affects the result on patient cognitive orientation; the patient cognitive orientation would greatly affect the result on trust and commitment; the trust and commitment would affect the results on loyalty. The results of this research will be used as a reference to develop medical recovery strategies for hospital management.

並列關鍵字

Medical Service Recovery Strategy ； Relationship Proneness ； Structural Equation Modeling (SEM)

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