使用 SERVQUAL 模型提升台灣對越南患者的國際醫療服務品質 台北榮民總醫院案例研究

Abstract

越南在過去幾十年裡變得更加大膽，目標是到2035年成為中上收入國家。同時，醫院超負荷的性質也導致服務質量差、行政程序重複和醫生能力低下。 因此，越來越多的越南富裕人士和中高收入人士開始尋求海外醫療服務。 與此同時，根據台灣新南向政策（NSP），台北榮民總醫院（VGH）被指定協助和開展對越南的醫療合作和援助。 我們使用 Parasuraman 於 1985 年提出的概念模型 SERVQUAL 和混合方法，採訪了定性部分的 11 名參與者，同時收集了 114 份有效的調查回复。 通過研究，我們希望通過深度訪談來調查患者對醫院服務質量的滿意度，並通過對潛在患者的調查來確定對患者最重要的因素。 正如預期的那樣，SERVQUAL 模型下的所有服務質量維度（有形性、可靠性、響應性、保證性、同理心）都被證實對患者非常重要。 同時，兩個新添加的變量“可信度”和“溝通”顯然也很重要。 同時，醫生推薦和口碑是最可靠的參考來源，可能會影響患者考慮出國治療。

Vietnam has grown bolder in the past decades, aiming to become an upper-middle-income country by 2035. Meanwhile, the overloading nature of hospitals also causes inferior services, redundant administrative procedures, and less capable doctors. Therefore, more and more Vietnamese affluent and those of higher-middle income levels have started looking for overseas medical services. Meanwhile, under Taiwan’s New Southbound Policy (NSP), Taipei Veterans General Hospital (VGH) was assigned to assist and roll out medical cooperation and assistance to Vietnam. Using SERVQUAL, a conceptual model proposed by Parasuraman in 1985, and a mixed-method approach, we interviewed 11 participants for the qualitative section while collecting 114 valid responses for our survey. Through the research, we hope to investigate patients' satisfaction with the hospital’s service quality through in-depth interviews and define factors material the most to patients through surveys with prospective patients. As expected, all service quality dimensions under the SERVQUAL model (Tangibility, Reliability, Responsiveness, Assurance, Empathy) were confirmed very important to patients. At the same time, the two newly added variables Credibility and Communication are evident to be important as well. Meanwhile, Doctor referrals and Words-of-mouth are found to be the most reliable sources of references that may affect patients’ consideration for overseas treatment.