服務品質受不同層級醫院熟悉度干擾與回診意願之相關研究－以台南某區域和地區醫院為例

The study of relationships between medical service quality moderated by familiarity with different levels of hospitals and willingness to return －Taking a regional and a district hospital at Tainan as example

林恒騰(HENG-TENG LIN)

指導教授 ： 曾信超

長榮大學/管理學院/高階管理碩士在職專班(EMBA)/碩士(2010年)

https://doi.org/10.6833/CJCU.2010.00113

摘要

本研究試圖了解病患與醫院服務品質期望程度、評價程度和回診意願的關係。更由於醫院可近性和自由就醫權利，民眾對附近醫院太熟悉，總是有不切實際期望，探討是否服務品質期望程度和評價程度會因不同層級醫院熟悉度之干擾而影響回診意願。
本研究藉由問卷調查方式探討台南某區域和地區醫院門診病患其研究結果顯示：服務品質期望程度與評價程度與回診意願之間有顯著正相關。若地區醫院所提供之服務品質提高「方便性」、「可靠性」、「反應性」實際評價，則回診意願會提高；而對區域醫院而言，若能提高「方便性」與「有形性」之實際評價，則回診意願評價相對也會提高；服務品質期望程度和評價程度會因不同層級醫院熟悉度之干擾而影響回診意願。地區醫院就診病患對區域醫院熟悉度高者，則會因對地區醫院所提供之「有形性」期望程度，和「可靠性」之實際評價，產生負向干擾進而造成回診意願降低，結果對低層級醫院(地區醫院)不利；至於是否會受月暈效果干擾，需進一步探討。
除了衛教病人醫院本來就有地區、區域和醫學中心之分，對不同層級醫院應有不同期待並且醫院經營者也必須要因時因地制宜，以客製化觀念，經營當地民眾健康需求期望為導向的社區醫院。

關鍵字

醫療服務品質 ； 病患滿意度 ； 回診意願 ； 熟悉度 ； 月暈效果

並列摘要

This study attempts to understand relationship among patients and the expectation, the actual evaluation of hospital service quality and the willingness to return. Since access of hospitals and right of having medical resource freely, people always had unrealistic expectation for nearby hospitals. To explore expectation and actual evaluation of hospital service quality affects willingness to return by familiarity with different levels of hospitals.
The research explored outpatients of hospitals atTainan by questionnaire. The results showed that a significant positive correlation with expectation, actual evaluation of hospital service quality and willingness to return. Outpatients of a district hospital hope that provide better service quality in "convenience", "reliability" and "responsiveness" aspects . For regional hospitals, if could improve actual evaluation of "convenience" and "tangibles", the willingness to return will have to rise. However, expectation of hospital service quality and evaluation affects willingness to return by familiarity with different levels of hospitals. The outpatients of a district hospital who are familiar with the regional hospitals had negative moderate expectation of "tangibles" and actual evaluation of "reliability" provided by district hospital resulted in lower willingness to return; whether it will be moderated by Halo effect may need further survey.
We should educate patints have different expectation to different levels of hospitals. Furthermore, the hospital manager operate community hospital who must take actions that suit local circumstances, apply the concept of customizatin to meet expectation of people health needs.

並列關鍵字

medical service quality ； patient’s satisfaction level ； willingness to return ； familiarity ； halo effect

參考文獻

1. 王嵩竑(民97)。醫療服務品質與病人滿意度之相關性。北市醫學雜誌，第5卷第6期，頁582-592。

6. 吳英隆、謝碧容(民94)。以策略導向分析醫療產業顧客關係管理之消費者關鍵需求特性。資訊管理學報，第14卷第1期，頁67-89。

17. 許榮譽、溫源鳳，徐東寶(民97)。醫療品質、病患滿意度與病患後續醫療行為意圖─以國軍南部某醫院為例。危機管理學刊，第5卷第2期，頁49-59。

19. 陳英傑、陳英豪(民97)。應用病患滿意度概念於醫療服務品質之探析。品質月刊，第44卷第5期，頁14-17。

21. 傅鍾仁、張錫惠(民91)。我國醫療服務品質滿意度之實證研究。台灣管理學刊，第1卷第2期，頁317-339。