南部某國軍醫院門診氛圍與病患忠誠行為研究

Hospital Atmosphere and Loyal Behaviors toward the Outpatient Department of an Armed Forces Hospital in southern Taiwan

劉祺祺(Chi-Chi Liou) ； 潘豐泉(Frank F. C. Pan)

《寶建醫護與管理雜誌》 12卷2期 (2014/12) Pp. 45-59

https://doi.org/10.29681/PCJHM.201412_12(2).0004

摘要

環境氛圍對人的行為之影響十分顯著，環境中之氛圍因素會影響一個人的行為，醫院之氛圍因素，合理推測會影響顧客忠誠度。根據環境心理學理論，人的行為與環境相關，環境會影響一個人的行為。所以醫院若有一個好的氛圍，病人對醫院會有較高的忠誠行為。本研究欲探討醫院氛圍對員工工作滿意度與顧客知覺價值及忠誠度之影響，主要以問卷為測量工具，問卷第一部分為醫院氛圍，採用Turley與Milliman（2000）提出氣氛五大構面量表，第二部分量表檢測顧客忠誠。樣本為南部某地區醫院門診部之病患，有效問卷共229份。統計分析方法包括獨立樣本t檢定、單因子變異數分析、Pearson積差相關分析及迴歸分析，探討醫院氛圍、顧客知覺價值及忠誠度之間的相關性。研究結果顯示氛圍理論可以應用在醫院情境中，本研究除檢測病患與家屬的人口屬性對本院氛圍環境之認知程度與忠誠行為有部分顯著差異，氛圍因素對於忠誠行為意有直接影響，而服務內容是病患忠誠行為的最大預測因子。內部環境因素，對於病患忠誠行為都是負向影響。本研究根據研究發現討論一些實務與學術的意涵。

關鍵字

醫院氛圍 ； 推薦行為 ； 重複購買 ； 顧客忠誠

並列摘要

Environment significantly affected human behaviors. Atmosphere in a hospital environment can be logically inferred to affect the patients' mood and behaviors. Based on the environmental psychology, human's behavior was formed and shaped with the environment they interacted. This research thus hypothesized that a pleasant atmosphere in a hospital can form a better loyal behavior of the patients. Main purpose of this research was to explore the effects of hospital atmosphere on the patients' loyal behavior, in particular the recommendation and repetitive purchasing behaviors. Questionnaire as the data collection instrument, of which composed by two scales, the first scale measuringatmosphere that based on Turley&Milliman (2000), and the second scale measuring the respondents' loyal behavior. Valid responses of the research were 229 from outpatient department of the targeted hospital. Statistical analyses included independent t-test, one-way ANOVA, Pearson correlation, and regression. Test results indicated that atmosphere theory could be applied in the hospital context. Some atmospheric factors and loyal behaviors varied across demographic elements. The test confirmed that service content was the major predictor of the patients' recommendation and repetitive purchasing behaviors. The internal environment factors negatively affected the loyal behavior. We discussed some practical and academic implications on the basis of research finding.

並列關鍵字

Hospital atmosphere ； Recommendation behavior ； Repetitive purchasing ； Customer loyalty