臺灣南部某醫學中心牙科部專業形象與病患服務滿意度之研究

The Professional Image of Dental Services And The Satisfaction of Patients At A Medical Center In Southern Taiwan

陳昭男(Chen,Chao-Nan)

指導教授 ： 陳冠年

高雄醫學大學/口腔醫學院/口腔衛生學系碩士在職專班/碩士(2016年)

摘要

研究動機:品牌不單單只是一個標誌符號、一個發言人、一個產品、或只是一個名字。品牌有更深層的意涵，它是一連串消費者因為服務或是購買了一個產品的持續滿足感與美好經驗的持續累積。造就一個知名品牌的因素可以分成有形與無形的兩部分: 就牙醫師而言，有形的部分包括醫院規定的制服、醫院的就醫環境、提供服務時的器械和診療環境等; 無形的部分則是牙醫師如何與病患互動，牙醫師的專業形象相對地帶給醫學中心顧客持續就診的保證。已經證明的理論認為， 病患某次就醫的低滿意度可能源自與病患原先所期待的形象不符合，也就是說病患期待中的牙醫師有形或無形的形象與實際就醫之後產生的經驗有所落差時，就會有不滿意的情形發生。
研究目的:透過問卷的方式，對實際至南部某醫學中心牙醫診療的病患，進行「對牙醫師專業形象認同」、「醫療服務的滿意度認同」的調查，了解民眾對於任職於知名品牌醫學中心的牙醫師專業形象與醫院服務滿意認同度的差異程度。
研究方法:利用改編的問卷現場發送給實際至該醫學中心牙醫診療的病患，此份問卷係改版自Brosky等人 2003年及Wocial等人 2014年發表的文章內容。利用頻率標示參與者的人口學計量及問卷題目填答的結果，再利用ANOVA來分析不同人口學計量對醫學中心的牙醫師專業形象與醫院服務的滿意認同度的差異程度。
結論:根據問卷施測結果發現，牙科病患的滿意度與醫院營運績效有明顯相關；而病患滿意度則與牙醫服務形象和醫療品質有關聯。

關鍵字

病患滿意度 ； 醫療品質 ； 形象管理 ； 牙醫服務

並列摘要

Background: Brand is not just a glyph, a spokesperson, a product, or a name. Brand has a deeper meaning. It is a series of consumer service or purchase a sustained sense of satisfaction and a better experience continue to accumulate a product. Factors for creating a well-known brand can be divided into two parts: tangible and intangible. For dentists, the tangible portion includes hospital uniforms, hospital medical environment, equipment of services, clinic environment; intangible part is dentists how to interact with patients. Proven theories that patients with a particular medical treatment of low satisfaction may be derived from the patient and the image does not meet original expectations, which means that patients expect the dentist tangible or intangible image after the actual medical treatment and generated when the experience has been a gap, there will be dissatisfaction happens.
Purpose: The purpose of this study is to investigate the identity of the dentist's image and hospital services in well-known brand Medical Center through a questionnaire after a relevance acceptance of a service.
Method: A questionnaire revised from Brosky et al. and Wocial et al articles was used for dental clinic outpatients in Kaohsiung Medical University Chung-Ho Memorial Hospital. Frequency measurement is for participants demographic data. ANOVA is used for the group difference.
Result:
Conclusion: According to these findings, the conclusicon can be made by the following; dential patients’ satisfaction is related to the total performance of the hospital significantly; and a good image management and quality care of the hospital can lead to a better patients’ satisfaction.

並列關鍵字

patient satisfaction ； quality care ； image management ； dental service

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