醫療服務體驗、體驗價值與病患忠誠度之關係-以南部某地區醫院為例

研究目的隨著時代變遷醫療可近性與便利性已逐年增加，醫療院所不僅要注重醫療專業的經營模式，服務質量與體驗價值的感受度亦是市場競爭性的重要因素。本研究主要探討地區醫院在於醫療服務體驗、體驗價值與病患忠誠度之相關性及體驗價值的中介效果。研究方法本研究採橫斷面構式問卷調查，以高雄市某地區醫院之病患為研究對象，共發出205份有效問卷。運用描述性統計及皮爾森相關係數、複迴歸分析方法探討其相關性及影響性。研究結果本研究結果顯示醫療服務體驗與體驗價值及病患忠誠度皆有正向關係，在醫療服務體驗中以感官體驗的感受度最高；而體驗價值與忠誠度有正向關係；醫療服務體驗中感情體驗、行動體驗及關聯體驗對病患忠誠度有正向影響。並體驗價值在醫療服務體驗及忠誠度之間有部分中介效果。結論與建議在本研究發現，醫療服務體驗中情感、行動、關聯體驗對病患忠誠度有相當程度的影響性，因此在體驗行銷策略中可著重於這三種體驗為思考方向，以提升病患忠誠度；而在醫療服務外，對於院內設施及舒適性等亦對忠誠度有所影響。國內醫療產業中，發展至今醫療品質已有一定程度的水準，若要在醫療市場上更具價值與提升忠誠度，對於服務體驗行銷可多加著墨。因個案研究樣本，故無法推估至其他醫療機構，有待後續研究者擴大探討。

關鍵字

醫療服務體驗；體驗行銷；體驗價值；病患忠誠度

並列摘要

Objective：With the changing of the times, the accessibility and convenience of medical care are enhanced year by year, and medical institutions do not only have to pay attention to the business model of medical profession, but the sensitivity to service quality and experiential value is also considered an important factor in market competition. This study will mainly explore the relevance among medical service experience, experiential value and patient loyalty as well as the mediation effect of experiential value with community hospitals. Method：This study has employed cross-sectional configuration of questionnaire survey for investigation, taking patients of a community hospital in Kaohsiung as its subjects of research. In total, 205 valid questionnaires were released. Descriptive statistics, Pearson correlation coefficient, and complex regression analysis are used to explore their relevance and influence. Results：The results of this study show that the medical service experience has a positive relationship with the experiential value and patient loyalty, while sensory experience is the most sensitive in medical service experience, and experiential value has a positive relationship with loyalty. In medical service experience, emotional experience, action experience, and correlation experiences have a positive impact on patient loyalty, whereas experiential value has a partial mediation between medical service experience and loyalty. Conclusion and suggestions：This study has found that emotion, action, and correlation experiences in medical service experience have a considerable impact on patient loyalty. Therefore, these three experiences can be focused on as approaches of deliberation in experiential marketing strategy in order to enhance patient loyalty. Aside from medical services, loyalty is also affected by in-hospital facilities and comfort. As a matter of fact, regarding domestic medical industry, the quality of medical care has already developed to a certain extent; thus if one likes to become more valuable and enhance loyalty by others in the medical market, it is necessary that more efforts have to be placed on service experience marketing. As for this study, because it is limited by the sample of case study it is unlikely to promote and estimate the feasibility of it to other medical institutions, which should care for follow-up researchers to expand the investigation.

並列關鍵字

medical service experience ； experiential marketing ； experiential value ； patient loyalty

參考文獻

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醫療服務體驗、體驗價值與病患忠誠度之關係-以南部某地區醫院為例

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