臺灣博碩士論文加值系統

本研究欲探討影響個案醫院病患其知覺醫院形象的因素。藉以了解病患其知覺的醫院形象之品牌權益架構等變數的認知情形為何？病患其知覺的醫院形象之品牌權益架構等變數在人口統計背景變項上有何差異？而個案醫院病患其知覺的品牌權益架構等變數如何影響醫院形象？並參考國內外相關文獻，選定共享價值觀、溝通、信任、關係承諾、顧客滿意度、品牌忠誠度、品牌知名度、品牌權益與醫院形象作為本研究之變數。以個案醫院之醫療病患為研究對象，採問卷調查方式針對醫療病患對於個案醫院知覺醫院形象之品牌權益架構之關係進行調查，得到下列研究結果：病患知覺品牌權益、信任程度、顧客滿意度及關係承諾對於醫院形象有顯著的正向影響。同時，研究發現當病患有較高的共享價值觀、溝通、信任、關係承諾、顧客滿意度、品牌忠誠度、品牌知名度、品牌權益時，病患知覺的醫院形象也會越高。故未來醫療人員及相關服務人員應運用關係行銷概念，以病患的整體需求為考量，在病患心目中建立醫療院所的良好形象。

This research is to discuss the impact factors for the perceived hospital image of patients. To understand the perceived brand equity structure variables in hospital image of patients. How will the perceived brand equity structure variables in hospital image of patients show the difference in demographic variables? How will the perceived brand equity structure variables of patients show impact on hospital image? This research refers to the relevant literature to select shared values, communication, trust, relationship commitment, customer satisfaction, brand loyalty, brand awareness, brand equity, the image of hospitals as the research variables. The patients in case hospital are the research samples, and the questionnaire survey is used in this research to investigate the relationship between perceived brand equity structure variables in hospital image The data analysis results are as following:1. Patients with a positive perception of the brand equity will significantly affect patient perception of hospital image; trust, customer satisfaction and the relationship between medical personnel committed acts of positive significant impact on patient perception of the image of the hospital, 2. With higher patient perception of shared values, communication, trust, relationship commitment, customer satisfaction, brand loyalty, brand awareness and brand equity and the image of the hospital will be higher. Based on the findings, the hospital health professionals and service personnel should be used to conduct relationship marketing concept, to find a patient's overall demand to establish a good image of hospitals.

目錄 iv
表目錄 vii
圖目錄 ix
第一章、緒論 1
一、研究背景與動機 1
二、研究目的 3
三、研究獨特性 3
四、研究流程與研究步驟 3
第二章、文獻探討 7
一、關係行銷相關文獻 7
二、顧客關係的前置變數 9
三、信任(Trust)相關文獻 11
四、承諾(Commitment)相關文獻 15
五、顧客滿意度相關文獻 20
六、醫院形象相關文獻 23
七、品牌相關文獻 24
八、關係行銷在醫療產業的重要性 29
第三章、研究方法 31
一、研究架構 31
二、操作性定義 40
三、抽樣方法 41
四、統計分析方法 41
第四章、研究成果分析 43
一、描述性統計分析 43
二、信度與效度分析 50
三、T檢定及變異數分析 55
四、相關分析 68
五、迴歸分析 69
六、研究結果說明 77
第五章、研究結論與建議 81
一、研究結論 81
二、建議事項 83
參考文獻 87
附錄 93

一、中文部分
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二、英文部分

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