在競爭激烈的醫療產業市場中，即使是原本佔有優勢的醫院，也都必須發展其獨特的競爭模式不斷推陳出新，使其能從龐大的競爭者中脫穎而出，病患與醫院彼此之間以互惠方式來維持長期合作的關係，甚至自願進行有利於醫院利益的自發行為產生。
本研究目的為探討在血液透析醫療過程，醫療服務提供者的可信任行為對病患的顧客自發行為的影響效果。在注重長期且專業的醫療服務的醫療產業中，不僅需要瞭解病患的忠誠行為，更需要瞭解病患的合作行為及參與行為。故本研究採取質化研究常用的個案研究法，運用可彈性調整訪談過程和問題的半結構式訪談來探討可信任行為與顧客自發行為之間的關係。
研究結果顯示：醫療服務提供者愈有專業能力時，病患未必就愈有忠誠行為。醫療服務提供者愈有善意，病患愈有忠誠、合作和參與行為的顧客自發行為。醫療服務提供者愈有問題解決導向時，病患未必愈有參與行為。

At compete vigorous of making it able to outshine others from the huge competitor in the medical industry market, even if the hospital of original occupancy advantage must develop its special competition mode. Patient and hospital each other maintains the relation of long-term cooperation in of mutual benefit way and even voluntarily carries on the self-moving behavior creation with is advantageous to the hospital benefit.
When the customer's trust to the enterprise degree is higher, more would like to provide the opinion be the reference for enterprise, and participate in service and activity of enterprise further. Therefore, this research purpose is a study of the blood dialysis medical process, influence effect of customer voluntary performance of trustworthiness to the health care service providers. This research was adopted by semistructured interviews, are optimal for collecting data on individual personal histories, perspectives, and experiences, particularly when sensitive topics are being explored.
The result of the study revealed when health care service providers more had the competence, patient not definitely more have the customer loyalty behavior. The health care service providers more has the benevolence, the patient more has customer voluntary performance of the loyalty, cooperation and participation behavior. When the health care service providers more have problem solving orientation, the patient doesn't definitely more have participation behavior.

目次
誌謝辭 I
摘要 II
Abstract III
目次 V
圖目次 VII
表目次 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 3
第二章 文獻探討 5
第一節 可信任行為 5
第二節 顧客自發行為 7
第三節 可信任行為與顧客自發行為 9
第三章 研究方法 15
第一節 個案研究與訪談說明 15
第二節 研究架構 17
第三節 研究對象 18
第四節 研究變數與訪談大綱 19
第四章 個案分析與命題推導 21
第一節 專業能力與顧客自發行為的關係 21
第二節 善意與顧客自發行為的關係 24
第三節 問題解決導向與顧客自發行為的關係 27
第五章 研究結論與建議 30
第一節 研究結論 30
第二節 研究貢獻 31
第三節 研究限制與後續研究建議 31
參考文獻 33
一、中文部份 33
二、英文部份 34

圖目次
圖1研究流程圖 4
圖2研究架構圖 17

表目次
表3-1 樣本結構 18
表3-2 訪談大綱 20

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