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研究生:黃筱晴
研究生(外文):Hsiao-Ching Huang
論文名稱:牙科醫療服務品質與病患忠誠度之關係討論
論文名稱(外文):Discussion on Dental Service Quality and Patient Loyalty
指導教授:李英俊李英俊引用關係
指導教授(外文):Ying-Chun Li
學位類別:碩士
校院名稱:國立中山大學
系所名稱:企業管理學系研究所
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:2018
畢業學年度:106
語文別:中文
論文頁數:94
中文關鍵詞:永續經營教育訓練醫療服務品質醫療院所改善指標忠誠度
外文關鍵詞:Sustainable ManagementEducation and TrainingHealthcare Institutions Improvement IndicatorLoyaltyMedical Service Quality
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自民國八十四年健保實施以來,醫療院所競爭也越來越激烈,病患注重的不再只是醫師的專業醫術,更包含就醫過程中整體的服務品質與環境設備等其他潛在因數。當病患就醫後覺得滿意時,大多數的病患不但會為這間醫療院所塑造良好的口碑,甚至會主動向他人推薦此間醫療院所,因此醫療服務品質滿意度與顧客忠誠度會具有高度的相關性。
  本研究目的在於探討影響其醫療服務品質與顧客忠誠度度之相關因素,提供醫療院所建立為適合用於牙科診所醫療服務品質評估與教育訓練之方向。問卷調查則利用便利抽樣(Convenience Sampling),利用網路通訊軟體發放並回收問卷,具有牙科就醫經驗之病患為對象。本問卷共發放786份,無效問卷為21份,有效問卷為765份,有效回收率97.33 %。研究結果顯示「醫護人員能提供技術純熟的專業服務」、「您(病患)對此診所/醫院具有安全感」、「醫護人員的專業表現讓病患覺得有信心」、「醫護人員會以最適合您(病患)的醫療為優先考量」四個因素會正向影響病患忠誠度。醫療院所可以針對此四個因素進行員工教育訓練,進而提升病患對於該醫療院所的忠誠度,幫助醫療院所永續經營。
Competition among hospital and clinics have become increasingly fierce since the National Health Insurance program was established in 1995, patients tend to pay attention to not only the medical skills of doctors but also other latent factors such as the overall service quality and environment & facilities during the medical procedure. Most of patients establish good reputation of the hospital or clinic and strongly recommend it to others when they were satisfied with it. Accordingly, medical services quality satisfaction was highly correlated with customer loyalty.

The purpose of this study was to explore the factors involved in medical services quality and customer loyalty to offer hospitals and clinics to develop the direction for evaluating the medical service quality and education and training. A convenience sampling was recruited to issue and take back the questionnaire to the dental out-patients via network communication software. The study distributed 786 questionnaires and 765 valid questionnaires were returned with 97.33% of returned rate after removing those 21 invalid questionnaires. The major findings of this study were described as follows: four factors had a significant positive influence
on patients’ loyalty including “medical personnel can offer the highly skilled profession services,” “patients feel secure about this clinic/hospital,” “patients have confidence in the professional medical personnel,” and “medical personnel always seek various medical opinions for the most suitable treatment for patients.” Hospitals and clinics were suggested to conduct the education and training employee according to the said four factors to further enhance patients’ loyalty toward the said healthcare institution to promote sustainable management of hospitals and clinics.
論文審定書............................................................... i
致謝 ................................................................... ii
中文摘要............................................................... iii
英文摘要................................................................ iv
目錄..................................................................... v
圖次.................................................................... vi
表次................................................................... vii
第一章 緒論.............................................................. 1
第一節 研究背景與動機................ .................................... 4
第二章 文獻探討... ...................................................... 6
第一節 服務品質... ...................................................... 6
第二節 病患忠誠度... .................................................... 9
第三節 服務品質與顧客忠誠度之關係 ...................................... 10
第三章 研究方法... ...................................................... 11
第一節 研究架構與流程................................................... 11
第二節 研究假設......................................................... 16
第三節 研究對象與抽樣方法............................................... 17
第四節 研究工具與問卷設計............................................... 18
第五節 統計分析......................................................... 20
第四章 結果與分析 ...................................................... 21
第一節 描述性統計分析結果 .............................................. 21
第二節 病患背景變在醫療服務品質與忠誠度之分析 .......................... 30
第五章 討論............................................................. 63
第一節 研究結果探討..................................................... 63
第二節 研究限制........... ..... ........................................ 66
第六章 結論與建議....................................................... 67
第一節 結論................................................. ............67
第二節 研究貢獻與建議....................................... ............68
參考文獻.................................................................71
附錄一 本研究之問卷 .................................................... 78
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