信任之重要性與信任在人際互動過程中所扮演的角色有關,在所有人際互動過程中,不論以何種觀點或角色詮釋,均脫離不了以信任解釋的範疇。有關信任研究中,也指出正面性的信任對於雙方買賣關係的持續有助益,也可以提升顧客忠誠與滿意度,且會使顧客增加後續消費金額(Morgan & Hunt,1994)。 關係的建立對於增加顧客滿意度而言,是個很好的橋樑,而信任為可深切地影響人際間與組織間行為的變數(Golembiewski & McConkie,1975),也是建立強烈顧客關係和市場佔有率的必要因素(Sultan, Qualls, & Urban,2000)。 本研究將上述實證結果延伸至透析醫療產業中醫師與病患信任關係的建立上,運用質性深度訪談法探討透析病患在面對兩類醫師(門診醫師、診所醫師)診療行為時,決定病患對他們產生信任之因素,及產生信任後所形成之效果。此研究不僅將信任關係的概念延伸至不同產業同時彌補了在行為意圖上做出解釋的相關研究。 研究結果顯示:專業能力與信任方面病患對兩類醫師為無影響關係。醫院形象與信任方面病患對門診醫院形象信任關係高於診所形象。醫病互動與信任方面病患對於診所醫師醫病互動與信任關係高於門診醫師。安全感與信任方面病患對於兩類醫師皆為高度影響關係。醫師方面兩類醫師關係越緊密彼此產生信任關係越高。病患滿意度與信任方面病患對於門診醫師信任後產生滿意度關係高於診所醫師。
The importance of trust is in the role of people. Whatever views or interpretation is not to explain. About trust related study is pointed out trust not only can help each other relationship but also can enhance customer loyalty and satisfaction. (Morgan & Hunt, 1994)Trust can deeply affect people and organization behavior. (Golembiewski & McConkie, 1975) also have built on strong customer relationships and necessary elements. (Sultan, Qualls, & Urban, 2000) This study extends above on Hemodialysis industry doctor and patients trust. This research was adopted by interview of qualitative methods, to explore when patients in face of doctors (outpatient doctor, clinic doctor) diagnosis, the determinants of patient trust, and the impact of patients trust. The results of study revealed that Professional Competence trusts were had no effect relationship. Hospital Image trust outpatient doctor higher than clinics doctor. Physician-Patient Interaction trust clinics doctor higher than outpatient doctor. Sense of Security trusts were highly influenced relationship. Doctor’s relationships trusts are more closed. Patient Satisfaction trust outpatient doctor higher than clinic doctor.