服務接觸對牙醫診所病患忠誠之影響－醫病關係互動觀點之探討

The Influence of Service Encounter on the Dental Patient Loyalty: From Doctor-Patient's Relationship Perspective

曾信超(Hsing-Chau Tseng) ； 杜培寧(Pauline Pei-Ning Tu) ； 周惠珍(Huei-Jeng Chou) ； 曾琬婷(Wan-Ting Tseng)

《顧客滿意學刊》 11卷1期 (2015/03) Pp. 1-37

摘要

隨著關係行銷主流的發展，本研究從關係行銷觀點出發，且以企業管理之角度運用到醫療體系下的醫病關係互動，探討就醫後的36位牙科病人作為質性研究的對象，並採用隨機抽樣方式。探討人際型、專業性與科技型服務接觸對顧客忠誠的影響，進一步探討醫病關係互動對顧客忠誠之影響，以提供管理者更明確的方向來擬定顧客忠誠的行銷策略。本研究得出以下結論：(1)人際型服務接觸的程度越高，顧客感受到的關懷越多，越可能提高顧客忠誠度；(2)科技型服務接觸的程度越高，顧客會希望藉由醫療設備來提供資訊。醫師必須要有專業知能及經驗來分析解說，得到顧客的信服，忠誠度才會越高；(3)專業性服務接觸的程度越高，讓顧客放心並信任，獲得較高的忠誠度。

關鍵字

服務接觸 ； 醫病關係 ； 牙醫診所 ； 忠誠 ； 部份最小平方法

並列摘要

Recently, the influence of technology has captured researchers' attention. However, there is still very little academic research comparing the relative influence of interpersonal, technology and professional-based service encounter on patient loyalty at the same time by using the qualitative methodology. A sample of 36 dental patients is used to examine the impact of these factors on patient loyalty. The findings of this paper are: (a) The higher level of interpersonal, technology and professional-based service encounters results in an increase in the dentist-patient relationship. (b) A higher level of dentist-patient relationship results in an increase in both attitudinal and behavioral loyalty. (c) The dentist-patient relationship plays a mediator role. In other words, service encounter is influenced by dentist-patient relationship interaction, attributes, and positively affected by patient loyalty. It suggests that the dentist-patient relationship can be improved by focusing on service encounter experience. Attitudinal loyalty and the likelihood of customer recommendation can be enhanced by increasing interaction in the dentist-patient relationship. Consequently, good service encounter experiences should serve to enhance behavioral loyalty as well as improve the doctor-patient relationship. The major findings of this research not only highlight importance for managers of dental clinics to identify and emphasize the factors that influence increasing patient loyalty levels, but also reveal new insights for researchers concerned with the service encounters of dental clinics in Taiwan, as well as for the managers of dental clinics who must utilize their resources in order to achieve the highest patient loyalty.

並列關鍵字

Service Encounter ； Doctor-patient Relationship ； Dental Clinic ； Loyalty

參考文獻

王乃弘(1995)。民眾對選擇醫院因素及態度之研究─以中部數家醫院為例。醫院經營。29(2)，1-14。

王淑園(1998)。牙科醫療資源相對價值尺度之研究(碩士論文)。國立臺灣大學公共衛生研究所。

方世榮譯(2000)。行銷管理學。臺北市:東華書局。

古秋雲、蔡明田、陳建成(2008)。服務品質與服務價值對顧客忠誠度影響效果之實證研究－以國立成功大學附設醫院健康檢查中心為例。醫管期刊。9(3)，205-221。

田健堯、侍台平(1993)。建立和諧的醫病關係。國防醫學。17(1)，438-449。