醫院品牌對病人滿意度與忠誠度之關聯性研究－以中部某醫院為例

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醫院品牌對病人滿意度與忠誠度之關聯性研究－以中部某醫院為例

A Study on Hospital Brand Associated with Patient Satisfaction and Loyalty- A case in Central Taiwan

林家瑜 , Masters　　Advisor：葉德豐　　

繁體中文

醫院；品牌知名度；品牌形象；知覺風險；滿意度；忠誠度； brand awareness ； hospital ； loyalty ； satisfaction ； perceived risk ； brand image

Abstract │ Reference (155) │ Times Cited (1) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

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.

Reference ( 155 ) 〈TOP〉

池文海、張書豪、彭偉族(2007)。品牌知哂度與品牌形象影響品牌忠誠度之探討-以國產米酒業為例，輔仁管理評論，14(3)，19-42。
連結：
池文海、楊宗儒、蘇鈺玲（2008）。品牌知名度、知覺價值與顧客忠誠度關係--以花蓮地區觀光旅館餐廳為例，真理觀光學報，6，37-54。
連結：
何雍慶、賴其勛、戴正玲(2009)。品質線索與遊客知覺風險及滿意度關聯性之研究，顧客滿意學刊，5(2)，61-82。
連結：
林素蘭(2005) 。顧客滿意度、品牌忠誠度對再購意願之影響-以汽車銷售業為例，中原大學生企業管理學系碩士論有，未出版碩士論文，桃園。
連結：
林玫玫(2005)。服務品質與顧客滿意度關係之研究，經營管理論叢，287-294。
連結：

Times Cited (1) 〈TOP〉

陳依凡(2011)。醫院品牌形象、病患滿意度、組織變革知覺價值、及病患忠誠度之探索性研究。中臺科技大學健康產業管理研究所學位論文。2011。1-90。

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