醫療院所服務品質、醫療成效與關係品質對顧客忠誠度之結構模式驗證

The Relationship among Service Quality, Patient Outcome, and Relationship Quality on Customer Loyalty to Hospitals

陳玉娟(Yu-Chuan Chen)

《馬偕學報》 10期 (2012/08) Pp. 165-190

https://doi.org/10.7061/MJ.201208.0165

摘要

本研究係利用結構方程模型探究病患感知的服務品質、醫療成效、關係品質與顧客忠誠之間的關聯性。在此個案醫院的研究過程中，研究者利用文獻探討蒐集所需的研究資料，並建構變項之間的結構關係。本研究係採立意取樣，利用為期一個月的時間，進行填答問卷的發放與回收。最後共回收755份問卷，其中有效問卷達737份。經過實證分析結果顯示，六項假說中有五項成立：針對服務品質對醫療成效之關係，兩者之間的正向關係獲得支持；服務品質對關係品質有顯著正向關係；醫療成效對關係品質之檢驗結果，亦得到支持；醫療成效對顧客忠誠度檢驗之結果已達顯著水準；關係品質對顧客忠誠度亦獲得實證究結果的支持；其中只有假說六服務品質與顧客忠誠度關係並未達到顯著。研究結果指出在醫療院所經營過程中，服務品質、醫療成效、關係品質對於顧客忠誠度的提高，有其正面的助益。

關鍵字

關係品質 ； 服務品質 ； 醫療成效 ； 顧客忠誠度

並列摘要

This study applied structural equation modeling to identify the relationship among service quality, patient outcomes, and relationship quality for customer loyalty to hospitals in Taiwan. Conducting literature analysis offered fundamental and theoretical guidelines for this case study. The author collected patient information for one month using purpose sampling and administering questionnaires to investigate the current situation and opinions regarding customer loyalty to hospitals. A total of 755 copies of the questionnaire survey were issued, and 737 effective copies were returned. The results showed that relationship quality significantly positively affects customer loyalty; patient outcomes significantly positively affect both relationship quality and customer loyalty; and service quality significantly positively affects patient outcomes. Only Hypothesis 6 was not validated. The results showed that the relationship among service quality, patient outcomes, and relationship quality on customer loyalty is crucial to hospital management.

並列關鍵字

Relationship quality ； Service quality ； Patient outcome ； Customer loyalty