台灣自西元1995年實施全民健康保險以來，醫療機構提供醫療相關服務的同質性變高，使得醫療機構之間競爭更加激烈，如何維持就醫病患的再診意願，是醫療機構維持競爭優勢的關鍵因素之一。本研究的目的是在探討顧客關係連結是否能影響就醫病患的再診意願，因為顧客關係連結是近年來廣受行銷學界與實務界所重視的新典範。本研究以病患為研究對象，以結構式實體問卷為資料蒐集工具，共發出1360份問卷，回收1339份有效問卷。研究結果顯示，顧客關係連結與就醫病患再診意願均呈顯著正相關。上述結果均支持本研究之假設。根據研究結果，本研究提出理論與實務意涵。
After the commencement of the National Health Insurance in 1995, the medical service provided by healthcare organizations in Taiwan has become homogeneous, that increases the competitiveness of medical care industry. Therefore, how to maintain the revisiting willingness of patients becomes a key success factor for healthcare organizations. The purpose of this study is to investigate the influences of relationship bonds on patients’ revisiting willingness. Relationship bonds are an emerging marketing paradigm. This study uses patients as subjects and structured questionnaire as data collection tool. The study distributed 1,360 structured questionnaires to patients. 1,339 valid questionnaires were returned. The research results show that relationship bonds are positively related to patients’ revisiting willingness, which support our research hypotheses. Theoretical and practical implications are discussed.
