本研究以台中地區十家牙醫診所之病患為樣本,利用494份有效問卷資料,透過樣本分析、信效度分析、敍述性統計、皮爾森相關分析、變異數分析、迴歸分析等方法,以了解牙醫診所病患之醫師服務品質、診所服務品質、關係利益、關係強度對於其醫師忠誠度和診所忠誠度的影響。 實證結果顯示,醫師服務品質、診所服務品質、關係強度、關係利益、婚姻、家庭、年齡等因素顯著影響病患對醫師的忠誠度;而醫師服務品質、診所服務品質、關係強度、關係利益、職業別亦顯著影響病患對診所的忠誠度。 關係利益為影響醫師和診所忠誠度最重要因素,當病患與醫師建立良好的關係,醫師能提供適當和有效的治療方法,則能強化病患對醫師與診所的忠誠度。此外,病患對醫師忠誠度相對地較對診所忠誠度為高,病患對醫師服務品質和關係利益所形成的正面情感,會間接地影響他們與診所的互動關係,進而能提升病患對診所的忠誠度。
In this study, 494 copies of valid questionnaires from ten dental clinics located in Taichung were selected randomly to investigate the impact of dental physician service quality, dental clinic service quality, relational benefits and relationship strength on patient loyalty to the dentist and to the dental clinics. This sample was analyzed by means of the following method, including Analysis of Variance, Pearson product-moment correlation coefficient, regression methods to test our hypothesis. The results show the factors affecting patient’s loyalty to the dental physician including dental physician service quality, dental clinic service quality, relational benefits, relationship strength, marriage, family and age. On the other hand, dental physician service quality, dental clinic service quality, relational benefits, relationship strength and patient’s occupation affect patient loyalty to the dental clinics. I found out relational benefits as the most important factor affecting patient loyalty to the both dental physician and the dental clinics. The dental physician can provide appropriate and effective treatment to patient if a good relationship between them will be established, then the patient loyalty to the both dental physician and the dental clinics can be enlarged. Furthermore, patient loyalty to a dental physician is relatively higher than that to dental clinics. The positive patient’s sentiment resulting from dental physician service quality and relational benefits will indirectly affect their interaction with the clinic, thus improve patient loyalty to the clinic.