口碑行銷、病患忠誠度及病患滿意度之探討-以桃園某自費牙醫診所為例

A Study of the Relationship among the Word-of-Mouth, Patient Loyalty and Patient Satisfaction- An Example for Self-Paid Dental Clinic in Taoyuan County

戴庭瑜(Ting-Yu Tai)

指導教授 ： 林晉勗 ； 鄭鈞云

中原大學/商學院/國際經營與貿易研究所/碩士(2013年)

https://doi.org/10.6840/cycu201300274

摘要

醫療服務業中因為有醫療法規的限制，顯少採用媒體廣告等行銷方式來招攬患者，靠的是「口耳相傳」的管道病患再介紹吸引其他病患上門。本研究為探討不同個人屬性之病患選擇非必要性醫療(自費)就醫的影響因素，以及口碑行銷、病患忠誠度與病患滿意度之間的關係。桃園縣為台灣牙醫院所分佈最密集的地方，故施測對象以台灣桃園縣某兩家自費牙醫診所為例，採隨機發放問卷的方式，共發出360份問卷，回收301份有效問卷，回收率為83.6%。並採用敘述性統計分析、單因子分析及皮爾森相關方析等統計方法，驗證本研究，得到以下結果：
1. 病患們在選擇牙醫診所作自費醫療項目所考慮就診的因素和選擇健保項目時不盡相同，依序為：醫師技術、親友推薦及專業知識。患者在醫療行為上需要花大錢時，會先詢問身邊的親友相關的看診資訊，進而從親友推薦之再作選擇。
2. 醫療服務品質會正向影響病患對醫療院所的選擇。病患忠誠度與病患滿意度間，存在正向的影響，如果能提高病患滿意度，病患忠誠度也會隨之提高，意味著，病患滿意度是有助於病患的再次回診。
3. 病患滿意度對忠誠度以及病患忠誠度對正向口碑行為皆具有正面的影響。提高病患忠誠度後，患者會以分享、閒聊方式告知他人相關資訊以達到口耳相傳。
醫療院所應以「顧客忠誠」為經營策略的首要目標，因為一個不滿意的病患會傳述其不良經驗較滿意的病患多過三到四倍的對象。因此忠誠的病患是業績來源，而口耳相傳是醫療院所的最佳代言人，亦是新開發業務的潛在顧客。

關鍵字

牙醫診所 ； 病患忠誠度 ； 自費 ； 病患滿意度 ； 口碑行銷

並列摘要

Because of medical regulatory restrictions in the medical services industries, clinics usually use the method of "word-of-mouth" to attract patients. The purpose of this study is to investigate word-of-mouth, patient loyalty and patient satisfaction for self-paid dental clinic. 360 questionnaires were sent out, and only 301 questionnaires are useful, with an rate of return is 83.6%. This thesis adopts descriptive statistics, analysis of variance and Pearson’s relative to test our assumption.
According to the results of statistics, the conclusions are as followed ：
1. The key factors which affect patient to choose dental clinics are：physician's technology, recommendation of family and professional knowledge. When patients need to pay a lot of money on medical, they will inquire into their friends or family about the information.
2. The quality of medical service would positively influence the patients' choice. If clinics can enhance patient satisfaction, patient loyalty may enhance as well. It shows that the raise of patient satisfaction will help increasing patients return rate.
3. If patients are satisfied with the dental clinic, their loyalty will increase. Patients will spread the information by sharing and chatting with one another.
Medical services industry should target "patient loyalty" as the primary goal of business strategy, because a dissatisfied patient comparing with a satisfied patient will retell his unpleasant experience to more than three or four times. Loyal patient is the best spokesperson of the word-of-mouth effect.

並列關鍵字

Word-of-Mouth ； Dental Clinic ； Patient Loyalty ； Self-Paid ； Patient Satisfaction

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