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研究生:王芳婷
研究生(外文):Fang-Ting Wang
論文名稱:民眾就醫忠誠度對基層醫療之意涵
論文名稱(外文):A Study of the Loyalty of Utilization on Primary Care Organizations
指導教授:譚醒朝譚醒朝引用關係
指導教授(外文):Sing-Chew Tam
學位類別:碩士
校院名稱:國立陽明大學
系所名稱:醫務管理研究所
學門:商業及管理學門
學類:醫管學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:中文
論文頁數:116
中文關鍵詞:忠誠度基層醫療
外文關鍵詞:loyaltyprimary care organization
相關次數:
  • 被引用被引用:3
  • 點閱點閱:257
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『資源有限,慾望無窮』,健保制度已經進入總額支付制度時代,資源的配置,以及資源的有效利用成為現在最重要的話題。在國際各國間,以發展各國基層醫療為其主要醫療發展策略,更由WHO於1978年發表之Alma-Ata宣言,可得知『基層醫療』在未來的重要性,更為達到全體健康(Health for all)的重要策略之一。
在消費市場不確定的狀況下,提供者擁有的忠誠消費者即是其利基來源,當消費者具有忠誠度時,不僅是其消費的金額較高,較能接受該提供者的新產品,且其亦具有推薦給他人的潛在性,擴張提供者的市場版圖。本研究依據行政院衛生署公佈之『醫療機構設置標準』,以基層院所做為基層醫療的服務機構,為本研究之範圍。再藉由Cunningham(1956)提出之購買比率理論,以選擇某醫療提供者占全年總就醫次數的比例是否高於50%,作為忠誠度與否的依據,進而探討在各科別間,病患特性與醫療提供者特性對忠誠度的影響因素。
本研究之重大發現有下列幾項:(一)各科別忠誠病患比率皆高過於80%以上,表示病患在各科別中各有一固定看診的醫師,換言之,台灣民眾現在的就醫行為並不具有家庭醫師制度的概念。(二)家醫科的忠誠度並未相對於其他科別來的高,表示台灣民眾對於家醫科做為家庭醫師的服務科別並無高度認同。(三)各科別間的影響因素大不相同,對於醫療提供者,必須針對其個別科別特性,作為經營行銷策略的依據。(四)所有科別的提供科別數對於忠誠度皆無顯著差異,可知診所提供的科別數對於病患而言,並無差異。
"The resource is limited, but the desire is endless." Since National Health Insurance entered the era of Global Budget, resource allocation and efficiency have become the most important topic. All countries regard the development of primary care as their main strategy for health care delivery system. Moreover, by WHO’s declaration in Alma-Ata in 1978, we can realize the importance of primary care for achieving “Health for all”.
In the uncertain market situation, loyal consumers are provider’s market niche of provider. Consumer loyalty is not only correlated with higher expenses amount but also with higher acceptance of new products, leading to the potential for recommendation and the extension of market share. This research takes the clinics as the primary care organization, according to “Health care Organization establishment Standard” proclaimed by the Department of Health. Based on Proportion of Purchase Measures set by Cunningham(1956), the degree of consumer loyalty depends on the proportion of a chosen provider over total time of medical utilization. Furthermore, the affecting factors of patient and hospital characteristics across departments for customer loyalty are discussed.
The important findings in this research include: (1)The ratio of loyal patient in each department all higher than 80%, which means each patient has his own doctor in each department. In other words, the behaviors of Taiwan citizens show that they do not have the concept of family physician. (2)The degree of loyalty in Family Medicine is not higher than other departments, which means Taiwan citizens rarely regard Family Medicine as family physicians. (3)The affecting factors vary with different departments so that providers should make their marketing strategies by department feature. (4) The variety of departments is not significantly correlated with customer loyalty. In other words, the variety of departments provided by clinics is not significant for patients.
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巫坤豪(2000)。台灣地區民眾對醫師或醫院忠誠度之相關因素探討。長庚大學醫務管理研究所碩士論文。
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吳哲維(2002)。醫師照護品質與家庭醫師制度。台中健康暨管理學院健康管理研究所碩士論文。
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