醫病關係管理對再回診意願影響-以教學醫院為例

THE IMPACT OF PATIENT-PHYSICIAN RELATIONSHIP MANAGEMENT ON REVISITING INTENTION - TAKE TEACHING HOSPITAL FOR EXAMPLE

林宣均(Syuan-Jyun Lin)

指導教授 ： 林淑瓊

大同大學/經營設計學院/資訊經營學系所/碩士(2008年)

摘要

全民健保實施至今國人的健康意識逐漸覺醒，至民國96年台灣醫療院所共計19,900家，日漸增多且不斷改善的醫療環境，使民眾就醫的選擇豐富多元且重視醫療的服務與品質。過去許多研究著重在探討與醫療品質相關的議題，然針對醫病關係間的信任、病人經驗感受、與病人關係維護和關係管理的研究較為稀少。面對由「全人照護」理念逐漸落實的今日，就醫過程的照護以及與病人的互動成為醫院重視的課題，顧客關係管理的新觀念應用於醫病關係的維持亦是現代化醫院經營所需具備的理念。因此，本研究以「醫院形象」、「經驗」、「醫病關係」、「信任」、「知覺價值」、「滿意度」及「再回診意願」等七構面探討醫病關係管理，並以個案研究法進行北部五家教學醫院的深度訪談；主要想瞭解醫院形象與醫病關係維持對於病人信任、經驗和知覺價值的影響關係，以及就醫過程的滿意程度與再回診意願調查。研究結果顯示，五家教學醫院在醫療過程中，醫療人員主要以指導者的角色與病人間建立關係，並經由持續的溝通且尊重病人的意見，展現醫療人員的專業態度提昇病人的信任，並且經由互信強化病人的知覺價值感受，促使其獲得滿意的結果，也因為病人對院方及其醫療人員具有信任，因此，當其或其親友有需要就醫時，皆願意回到此醫院接受協助或推薦給需要的人；而醫院整體形象的營造及服務的提供是使病人獲得醫療經驗與信任之重要來源，同時就醫過程由醫療人員及專業醫療團隊為其健康把關，是延續彼此信任關係強度的主因，可知醫病關係管理成為提升病人價值與醫療照護的重要關鍵。此一研究結果將有助於醫院之經營管理觀念提昇與對於病人照顧品質之改善，同時是醫院對於與病人間達到更高互信的瞭解之參考。

關鍵字

醫病關係管理 ； 病人經驗 ； 醫療照護 ； 再回診意願

並列摘要

Since the establishment of National Health Insurance, the public has been more and more aware of health. By 2007, there were a total of 19900 hospitals/clinics, that improving modern medical environment in Taiwan. People have more choices of hospitals and are paying more attention to medical service quality. Many research papers focused on issues related to medical quality. Few of them discuss the trust of patients in physicians, patients’ experience and feelings, maintenance of patient-physician relationship and patient- physician relationship management. Now, the idea of Holistic Health Care has been put into practice, hospitals are focusing on care during medical treatment and interaction with patients. Customer relationship management is also a new idea for modern hospitals to maintain the patient-physician relationship. This paper explores the relationship with patients in seven constructs—hospital image, experience, patient-physician relationship, trust, perceived value, satisfaction, and revisiting intention and has interviews with five teaching hospitals in northern Taiwan using a case study method. The main purpose is to understand the influence of hospital image and patient-physician relationship maintenance on trust, experience and perceived value of patients as well as to survey satisfaction of medical treatment and willingness of revisiting intention. During the medical treatment, the findings show the medical personnel at the five hospitals build relationships with patients in a role of instructors. Through continuous communication and respect of patients’ opinions, the personnel show professional attitude of medical personnel and enhance the trust of patients. The mutual trust strengthens patients’ perceived value, leading to satisfactory results. As the patients trust the hospitals and the medical personnel, they are willing to recommend the hospital to other people in need of medical treatment. Creating the overall image of hospitals and providing services are the major source of acquiring medical experience and trust of patients; at the same time, the medical personnel and professional medical team taking care of the patients’ health during the medical treatment process are the major reasons to extend the mutual trust. Therefore, patient-physician relationship management is the critical factor to enhance patients’ value and medical care. The consequence can be used as a reference to improve the hospital’s operating management when taking care of patients and provide hospitals with advice on how to win higher mutual trust with patients.

並列關鍵字

Patient-Physician Relationship Management ； Patient Experience ； Medical Care ； Revisiting Intention

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