目的:本研究嘗試以病人的觀點,探討病人對醫院的品牌知名度、品牌形象、知覺風險、滿意度與忠誠度之間的關係,藉以提供醫院發展經營策略之參考。 方法:本研究以中部某公立醫院之門診病人為對象進行結構式問卷調查,有效回收問卷為299份。問卷包含基本資料、品牌知名度、品牌形象、知覺風險、滿意度、忠誠度等六部分,測量尺度採李克特5分量表。統計方法為信度、效度分析、敘述性統計、單因子變異數、t檢定與結構式方程模式。 結果分析:結果顯示(1)品牌知名度對品牌形象具有顯著正向的影響;(2) 品牌知名度與品牌形象對知覺風險具有負向的影響,但不具有統計顯著;(3) 品牌知名度對滿意度有顯著的正向的影響;(4) 品牌形象對滿意度無顯著的影響;(5) 知覺風險對滿意度有負向的影響,但不具有顯著性;(6) 滿意度對忠誠度有顯著的正向影響。 結論:醫院品牌知名度為影響滿意度與忠誠度最重要的影響因素,並且會透過滿意度影響忠誠度;而知覺風險並無中介效果。
Objectives: The objective of this study is the association between brand awareness, brand image, and perceived risk, patient satisfaction, and loyalty among patients of a public hospital in central Taiwan. Methods: A structured questionnaire was used for the outpatients in a public hospital. A total of 299 patients were received finally. The questionnaire contains 6 parts: personal characteristics, brand awareness, brand image, perceived risk, satisfaction, and loyalty, measurement scale adapt Likert-5-point scale. Statistical methods contain reliability and validity, descriptive statistics, ANOVA and t-test, and structural equation modeling (SEM). Results: The results indicate that (1)brand awareness would significantly positive affect brand image; (2)brand awareness and brand image would negative affect perceived risk but was not statistically significant;(3)brand awareness would significantly positive affect satisfaction; (4) brand image would not significantly affect satisfaction; (5)perceived risk would positive affect satisfaction but not statistically significant; (6)satisfaction would significantly positive affect loyalty. Conclusion: Hospital brand awareness is the most important factors associated with patient satisfaction and loyalty, and will influence loyalty through satisfaction; the perceived risk of not intervening effect in SEM model.