目的:本研究以嘉義地區民眾為出發點,探討組織變革『台中榮民總醫院-嘉義分院』之醫院品牌形象、滿意度、以及忠誠度之間的關聯性變化,。 方法:本研究以嘉義地區居民及患者為研究對象,採用結構式問卷調查方式進行研究,問卷包含基本資料、組織變革知覺價值、醫院品牌形象、滿意度、忠誠度等五部分,採李克特5分量表。 資料分析:信度分析、效度分析、描述性統計、卡方檢定分析、邏輯式迴歸檢定。 結果分析: (1)組織變革覺價值與醫院品牌形象有相關性; (2)組織變革覺價值與滿意度有相關性; (3)組織變革覺價值與忠誠度有相關性; (4)醫院品牌形象與滿意度有相關性; (5)醫院品牌形象與滿意度有相關性。 結論:組織變革知覺價值會透過醫院品牌形象影響滿意度及忠誠度。
Objective This study aimed to explore the correlation of the organizational change among the hospital brand image, satisfaction and loyalty at "Taichung Veterans General Hospital - Chiayi Branch" in Chiayi people . Method The Chiayi residents and patients are the research targets in this study, By structured questionnaire survey to conducted study, the questionnaire includes basic information, the perceived value of organizational change, hospital brand image, satisfaction, loyalty and other five parts via mining Likert 5 subscale. Methods in Data Analysis Reliability analysis, validity analysis, descriptive statistics, chi-square analysis, logistic regression test Results (1) The value of hospital organizational change and brand perception are related; (2) The value of organizational change perception and satisfaction are related; (3) The value of organizational change and loyalty are related; (4) Hospital brand image and satisfaction are related; (5) Hospital brand image and satisfaction are related. Conclusion The value of organizational change perceived effect the hospital satisfaction and loyalty through hospital brand image.