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研究生:王家慶
研究生(外文):Chia-Chin Wang
論文名稱:醫療機構之領導型式、醫院行銷及顧客滿意度之實證研究---以中部地區醫療機構為例
論文名稱(外文):A Study on the Relationship among Leadership Style, Hospital Marketing and Customer Satisfaction--Taking Health Care Providers in Central Taiwan as the Example
指導教授:蘇雲華蘇雲華引用關係
指導教授(外文):Yun-Hua Su
學位類別:碩士
校院名稱:靜宜大學
系所名稱:管理碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2008/12/
畢業學年度:97
語文別:中文
論文頁數:150
中文關鍵詞:領導型式醫院行銷醫療服務公關服務差異化分析
外文關鍵詞:leadership stylehospital marketingcare servicepublic relationsgap analysis
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摘 要

隨著高齡人口的增加及健康議題的重視,醫院所提供的服務在相形之下,變得十分的重要。在台灣眾多醫療院所當中,主要可將醫療體系區分為四大類型,分別為「醫學中心」、「區域醫院」、「地區醫院」及「基層診所」。在這四種類型的醫院裡,該醫院所提供的服務往往會受到不同類型領導者之決策所影響。因此,本研究為瞭解領導者之領導型式與醫院行銷之間的關係,將進行相關之問卷研究。再者,為了得知醫院行銷與顧客滿意度之間是否會互相影響,所以亦將顧客滿意度之部份一併列入本研究所探討之架構當中。
本研究主要可區為三個主要的流程,首先將針對醫院內部工作人員進行問卷訪問,以便瞭解到不同領導型式的領導者,對於醫院行銷所提供的醫療服務及公關服務是否有雙向的關係存在。第二部份,則會針對病患及其家屬進行問卷訪問,希望能夠得知對醫院行銷所提供之醫療服務,與病患及家屬之顧客滿意度是否會有雙向的關係。在上述兩個流程當中,我們將進行因素分析、迴歸分析及差異化分析,以計算出構面之間的關連性、及該構面之間是否有明顯的差異。在第三個部份則會綜合內部工作人員及外部病患與家屬之問卷,透過因素分析及差異化分析,從全面的角度來瞭解不同的受訪者或醫院類型,是否在醫療服務構面上會有明顯的差距。
透過研究結果顯示,在醫院領導者的領導型式往往在「關懷領導型式」會有明顯的不同。至於在醫療服務構面來說,對於「規模化」而言,醫學中心在於內部工作人員是具有一定程度的認同;但是站在病患及家屬的角度來看,醫院規模大小似乎並不是他們所最在乎的。對於一些「地區醫院」及「基層診所」來說,「病患內心感受」反而才是最重要的。因此,要如何讓顧客的內心感覺到受重視及獲得確實的幫助,才是醫院經營決策者所需正視的問題,並可用以加強醫院在競爭市場中的優勢。
關鍵字:領導型式、醫院行銷、醫療服務、公關服務、差異化分析
Abstract


With the increasing older population and attention to health issues, the medical services provided by hospitals and clinics become comparatively more important. In Taiwan, hospitals and clinics can be divided into four major categories - “medical center”, ” regional hospital” , “local hospital” and “local clinic”. Whatever category the hospital or clinic falls into, leaders often influence the care service to be provided through their leadership style. The study carries out questionnaire surveys to research the relationship between the leadership style and the hospital marketing . Furthermore, to investigate if the hospital marketing and customer satisfaction have influence on each other, the study also takes the customer satisfaction into the frame of investigation.

The study involves three processes. Firstly, a questionnaire survey targeting hospital staff was conducted to identify if there is a two-way relationship between care service, public relations and the leadership style. Secondly, the study conducts a questionnaire survey with patients and their family members as subjects to understand if there is a two-way relationship between the medical service and the satisfaction of patients and their patient’s family. During these two processes, the relevancy among constructs and difference among constructs are computed through the use of gap analysis, factor analysis and regression analysis. In the third stage, through gap analysis and factor analysis, the questionnaires from respondents of hospital employees and those returned by patients and their family are integrated to obtain a total perception if respondents and types of hospitals or clinics have a significant influence on the construct of care service.

The results indicate that hospital and clinic leaders tend to have a significantly different caring leadership. As to the construct of care service, employees in the medical centers have a certain level of psychological sense of community with respect to the size of hospital or clinic. However, from the standing point of patients and their family members, hospital or clinic size is not what they care the most. Instead, the patient’s internal feeling is the most important to some local hospitals and clinics. Thus, how to make patients and their family members feel being valued and well attended should be the issue that hospital or clinic leaders need to address, and it can also lead to advantage over the competition.

Keywords: leadership style; hospital marketing; care service;public relations; gap analysis
目 錄
中文摘要............................................II
英文摘要............................................IV
目錄................................................VI
表目錄............................................VIII
圖目錄...............................................X
第一章 序 論 ..........................................1
第一節 研究背景與研究動機...........................1
第二節 研究目的.....................................2
第三節 研究流程.....................................3
第四節 研究限制.....................................4
第二章 文獻探討........................................5
第一節 領導.........................................5
第二節 醫療機構....................................29
第三節 醫院行銷....................................34
第四節 顧客滿意度..................................54
第三章 研究方法.......................................64
第一節 研究架構與假設..............................64
第二節 研究對象....................................67
第三節 問卷設計....................................68
第四節 資料收集與分析..............................71
第四章 研究結果與分析.................................72
第一節 醫療人員回答之問卷分析......................73
第二節 病患及家屬回答之問卷分析....................95
第三節 綜合回答之問卷分析.........................106
第四節 小結.......................................111
第五章 結論與建議....................................114
第一節 結論.......................................114
第二節 未來研究建議...............................116
第六章 參考文獻......................................119
附錄...................................................132
附錄一 訪員需知..................................132
附錄二 受訪者(員工)問卷..........................134
附錄三 受訪者(患者暨家屬)問卷....................138


表 目 錄
表2-1 顧客滿意度衡量尺度 ..............................61
表4-1 領導型式之統計分析表.............................74
表4-2 醫療服務之統計分析表.............................75
表4-3 公關服務之統計分析表.............................77
表4-4 領導型式構面之信度及效度分析結果.................80
表4-5 醫療服務構面之信度及效度分析結果.................81
表4-6 公關服務構面之信度及效度分析結果.................82
表4-7 研究假設整理表...................................83
表4-8 假設一驗證之進入法迴歸分析表.....................84
表4-9 假設二驗證之進入法迴歸分析表.....................86
表4-10 假設三驗證之進入法迴歸分析表.....................89
表4-11 不同醫院在各構面因素之差異分析表(ANOVA) --
醫療工作人員.....................................92
表4-12 研究假說的實證結果...............................94
表4-13 醫療服務之統計分析表.............................96
表4-14 滿意度之統計分析表...............................98
表4-15 醫療服務構面之信度及效度分析結果.................99
表4-16 滿意度之信度及效度分析結果......................100
表4-17 研究假設整理表 .................................101
表4-18 假設一驗證之進入法迴歸分析表....................102
表4-19 不同醫院在各構面因素之差異分析表 (ANOVA)---
病患與家屬......................................104
表4-20 研究假說的實證結果..............................105
表4-21 醫療服務構面之信度及效度分析結果................107
表4-22 不同醫院在各構面因素之差異分析表 (ANOVA) ---
整合1...........................................108
表4-22 不同醫院在各構面因素之差異分析表(ANOVA) ---
整合2...........................................109







圖 目 錄

圖1-1 研究流程示意圖.....................................3
圖2-1 瑞典顧客滿意度模式圖..............................59
圖2-2 美國顧客滿意度指標圖..............................60
圖2-3 歐洲顧客滿意度指數圖..............................61
圖3-1 研究架構..........................................65
圖3-2 醫療工作人員假設示意圖 ...........................66
圖3-3 病患及家屬假設示意圖..............................66
圖4-1 假設一修正路徑關係圖..............................85
圖4-2 假設二修正路徑關係圖..............................88
圖4-3 假設三修正路徑關係圖..............................91
圖4-4 修正後子構面路徑關係圖............................95
圖4-5 假設四修正路徑關係圖.............................103
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