醫療服務補救不一致對醫院形象與醫病關係維繫影響之研究：公平理論觀點

The Effects of Medical Service Recovery Disconfirmation on Hospital Image and Physician-Patient Relationship Maintenance: An Equity Theory Perspective

程永明(Yung-Ming Cheng)

《東吳經濟商學學報》 64期 (2009/03) Pp. 93-128

https://doi.org/10.29735/SJEB.200903.0004

摘要

對每一個醫療組織而言，不太可能完全避免服務失誤的發生。然而，當服務失誤發生時，醫療組織了解他們的病患期望些什麼嗎？此外，醫療組織應如何做以避免服務失誤所導致的負面結果與病患流失呢？為了探索上述問題，本研究整合認知公平概念至「期望－不一致」變數中，並進一步驗證「公平基礎下之醫療服務補救不一致」、「補救後病患滿意度」、「補救後醫院形象」、「醫病關係品質」與「病患忠誠度」等構面間之前後影響關係。本研究以曾在台中市各級醫療院所就醫的病患為研究對象，共發放800份問卷，合計有效回收問卷為688份，有效回收率為86.00%。本研究採結構方程式模型作為驗證模式配適度之分析工具。研究結果顯示，在病患認知公平的基礎下，若病患知覺到醫療院所從事服務補救行動之表現愈優於原先其對該醫療院所從事服務補救行動之期望時，將能有效提高病患於該醫療院所提供服務補救後之滿意度，且該醫療院所之形象亦會隨之提昇，此不但能促進該醫療院所與其病患間之關係更加緊密，進而更能有效提高其病患之忠誠度。

關鍵字

醫療服務補救不一致 ； 醫院形象 ； 醫病關係維繫 ； 公平理論 ； 結構方程式模型

並列摘要

For every medical organization, service failures are unavoidable. However, when service failures occur, do medical organizations understand what their patients expect? Besides, how should these medical organizations do to avoid the negative consequences of service failures and retain their patients? To explore foregoing questions, this study integrates the concept of perceived justice within the medical expectancy-disconfirmation variable and further tests the relationships among justice-based medical service recovery disconfirmation, post-recovery patient satisfaction, post-recovery hospital image, physician-patient relationship quality, and patient loyalty. The data were collected from medical services in Taichung City. A total of 800 respondents were sampled, a total of 688 responses were deemed usable for the analyses, an 86.00% usable response rate. This study took structural equation modeling (SEM) as the tool to test and verify the fitness of the model. The main research results are summarized as follows. Synthetically speaking, if hospitals can implement the fitting actions of justice-based medical service recovery that exceed patients' expectation, these actions will be able to promote patients' post-recovery satisfaction and these hospitals' image, and further enhance patients' loyalty by the quality relationships between these hospitals and their patients.

並列關鍵字

Medical Service Recovery Disconfirmation ； Hospital Image ； Physician-Patient Relationship Maintenance ； Equity Theory ； Structural Equation Modeling

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