醫病關係對服務接觸與病患忠誠度之影響的中介效果

以往服務接觸的研究，大多著重於人際接觸與顧客互動對服務品質的影響。近年來運用科技進行接觸與傳遞服務已逐漸增加，但鮮少以顧客特性同時分析兩種以上服務接觸類型。隨著關係行銷主流的發展，本研究將從牙醫診所病人觀點出發，且以企業管理之角度運用到醫療體系下的醫病關係互動來探討就醫後的牙醫診所病人作為量化研究的對象，以問卷調查的方式來收集資料。在統計分析方法，則採用部份最小平方法，針對本研究所提出的研究模型進行驗證。本研究結果發現: (1) 人際型、科技型和專業性服務接觸的程度越高，顧客對於會有服務人員說明診療流程及實際操作、快速解決疼痛並對診治結果感到滿意，越可能提高醫病關係。(2)醫病關係越好時，越能提高態度和行為忠誠。(3)人際型服務接觸的程度越高，顧客感受到的詳細說明診療流程及感受到的關懷越多，越可能提高態度和行為忠誠。(4)科技型服務接觸的程度越高顧客會希望藉由醫療設備來提供資訊。此時醫師必須要有專業知能及經驗來分析解說治療方案，方才能得到顧客的信服，行為忠誠才會越高。(5)專業性服務接觸的程度越高讓顧客放心並信任才可獲得較高的態度和行為忠誠度。(6)醫病關係對人際型、專業性與科技型服務接觸與行為忠誠度都具有中介效果。(7)醫病關係只對人際型和專業性服務接觸與態度忠誠度具有中介效果。

關鍵字

忠誠度；服務接觸；醫病關係；牙醫診所

並列摘要

Previously, the literature on service encounters exhibited a strong tendency focus upon the impact of interpersonal factors on service quality. Recently, the influence of technology has captured researchers’ attention. However, there is still very little academic research comparing the relative influence ofinterpersonal, technology and professional-based service encounter on patient loyalty at the same time.This study’spurpose performs the dentist-patient relationship as a mediator to identify which type of service encounters most influence patient loyalty from the patient’s perspective. The findings of this paper are: (a) The higher level of interpersonal, technology and professional-based service encounters results in an increase in the dentist-patient relationship; (b) A higher level of dentist-patient relationship results in an increase in both attitudinal and behavioral loyalty; (c)Thedentist-patient relationshipplays a mediator role except dentist-patient relationship doesn’t have mediating effect between technology-based service encounters and attitudinal loyalty. In other words, service encounter is influenced by dentist-patient relationship interaction, attributes, and positively affected by patient loyalty. Therefore, the dentist-patient relationship can be improved by focusing on service encounter experience. Attitudinal loyalty and the likelihood of customer recommendation can be enhanced by increasing the dentist-patient relationshipinteraction andattitudinal and behavioral loyalty.

並列關鍵字

loyalty ； service encounter ； doctor-patient relationship ； dental clinics

參考文獻

Fang, S. R., & Hsu, C. P. (2005). The Impacts of Technology-Based and Interpersonal-Based Service Encounter on Relationship Benefits.Management Review, 24(2), 53-76.

Tseng, Y. M. (2007). The impacts of relationship marketing tactics on relationship quality in service industry. Business Review of Cambridge, 7(2), 310-314.

Weng, R. H., Huang, C. Y., & Huang, J. A. (2006). Does a good patient- physician relationship enhance patient loyalty to a hospital? Taiwan Journal of Public Health, 25, 293-302.

Abdolrasulnia, M., Menachemi, N., Shewchuk, R.M., Ginter, P.M., Duncan, W. J., & Brooks, R.G. (2008). Market effects on electronic health record adoption by physicians. Health Care Management Review, 33(3), 243-252.

Ackfeldt, A.-L., & Wong, V. (2006). The antecedents of prosocial service behaviors: An empirical investigation. The Service Industries Journal, 26(7), 727-745.

國際替代計量

醫病關係對服務接觸與病患忠誠度之影響的中介效果

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