| 摘要: | 醫療服務品質評估是世界各國照護系統共同的趨勢，醫院評鑑系統最早開始於美國醫療機構評鑑聯合會(Joint Commission on Accreditation of Healthcare Organizations, JCAHO)其目的是為建立醫療標準化及推動醫療服務品質。國內醫療服務品質指標相關性研究主要運用於醫療機構的內部管理，對於醫療服務，品質優劣之影響，最終接受者為病患，故以醫療接受者的觀點，評估醫療服務品質藉以發現問題，而尋求改善實屬重要的議題，因此基層診所的醫療服務品質探討與就醫病患的滿意度就更加重要。
自然醫學門診屬於自費的項目，它不局限於單一的治療方式，也不與任何一種治療方法相鑑別，與一般西醫治療方式截然不同，故針對社會面以及在醫療產業中之特殊性，皆有其探討之必要。本研究以某一自然醫學門診病患為例，以醫療服務品質為前因變數，病患滿意度為中介變數，病患忠誠度為依變數，欲探討三者間之關聯性。
經實證分析，滿意度中介效果顯著，達總效果之48%，為部份中介，而服務品質對忠誠度的直接效果是52%。因此推論，服務品質仍是醫療產業忠誠度之關鍵因素，不等同於一般的消費性商品，是以顧客滿意度為忠誠顧客。本研究中滿意度顯著之中介效果不容忽視，尤以自費診所為例。故醫療產業在良好的服務品質前提下，若能以病患滿意度為導向，則服務品質將更能被病患接受與認同，進而能建立出高忠誠的醫病關係，即更能強化病患之高忠誠度。而在滿意度構面中，護理師的專業能力是滿意度的重要指標。而藉由研究也顯示出，價格的合理性與否之議題，無法由經營者判定，而是取決於顧客的個人認知標準。
Quality evaluation of the medical service is a common trend in the care systems of all countries in the world. The hospital evaluation system was first formed by the Joint Commission on Accreditation of Healthcare Organizations (JCAHO). Its purpose behind the hospital evaluation system is to promote the quality of medical services and establish standards for medical methods. The prior researches of domestic medical service quality focused on how the internal management of medical institutions plays a role in the domestic medical service quality. Patients are the ultimate recipients of medical services. Hence, it is important to evaluate the quality of medical services from the perspective of the patients in order to identify the problems of medical service and seek improvements. Clearly, it is necessary to examine the quality of medical services in primary clinics and the satisfaction of patients with the medical treatment they received.
Naturopathic medical clinic is a self-pay service; it is not limited to a single treatment, and it cannot be compared to any other treatment methods. It is completely different form the general treatment methods of Western medicine. Therefore, since naturopathic medical clinic is so unique in the social aspect and the medical industry, it is necessary to discuss this issue separately. This study utilizes the outpatients of 1 naturopathic medical clinic as the samples, the quality of medical service as the independent variable, patient satisfaction as the intermediary variable, and patient loyalty as the dependent variable, and explores the relationship among them.
Empirical analysis indicates that the mediating effect of satisfaction is significant, and accounts for 48% of the total effect, showing partial mediation. In this study, service quality has a significant and direct effect on loyalty, accounting for 52% of the total effect. Therefore, this research implies that service quality should be the key factor of loyalty in the medical industry, a result different from the general consumer goods industry, in which customer satisfaction is the key factor. The significant mediating effect of satisfaction in this study cannot be neglected, especially in the case of self-pay clinics. As a result, under the premise of good medical service quality, if clinics can be patient satisfaction oriented, then they can increase patients’ satisfaction with the services, thus strengthening patients’ loyalty. The professional ability of nurses is an important indicator in the satisfaction dimension. The research also shows that the issue of whether the price is reasonable or not cannot be determined by the executive manager. Instead, it depends on the customer's personal cognitive standards.
The results show that:
H1: Service quality has a significant positive impact on patient loyalty.
H2: Service quality has a significant positive impact on patient satisfaction.
H3: Patient satisfaction has a significant positive impact on patient loyalty.
H4: Service quality will indirectly affect patient loyalty through the mediating effect of patient satisfaction. |
