地區醫院醫療服務品質與忠誠度之探討-以台北市某地區醫院為例

Abstract

背景：台灣的醫療體系和醫療市場正在經歷顯著的變化，這些變化受到許多因素的影響，在經濟及醫療快速發展下，不僅提高了人們的生活水準，還增加了對高品質醫療服務的需求，迫使醫療機構需要更關注效率，了解病人需求以提升醫療服務品質，以在競爭激烈的市場中生存。病人滿意度會隨著時間變化而有所改變，但病人忠誠度對於醫院的收入更有直接及持續的影響，可影響醫院整體效益。因此，本研究將專注於病人對於醫院的忠誠度作探討，不同於過去主要關注病人滿意度的研究。 目的：(1).探討門診病人對醫療服務品質與病人忠誠度之相關性。(2).探討以Kano二維品質模式歸類的服務品質與忠誠度之相關性。 方法：研究採橫斷面調查法方式(cross-sectional survey study)，以結構式問卷訪問醫院門診病人，於醫院門診外進行實體收案，以匿名紙本問卷進行，問卷填答時間約為15-20分鐘。本研究在2024年4月15日至2024年5月31日期間於醫院收集進行紙本問卷，共發放213份問卷，有效問卷210份。 結果：部分醫療服務品質構面與病患忠誠度之間呈顯著正相關，特別在有形性及保證性構面，有助於提升病患忠誠度。Kano二維品質要素歸類結果，一維品質有2項，必要品質17項，無差異品質3項。因此，以上構面可列為未來醫院重視的關鍵服務項目。 結論：使用醫療服務品質與Kano二維品質模式，以探討地區醫院醫療服務品質要素與病人忠誠度之關係，了解病人對於醫院服務品質的感受度及病人需要的服務品質項目，能有效提升病人忠誠度。

Background: Taiwan's healthcare system and market are undergoing significant changes influenced by various factors. Rapid economic and healthcare development has not only improved people's living standards but also increased the demand for high-quality medical services. This forces medical institutions to focus more on efficiency and understanding patient needs to enhance the quality of medical services and survive in a competitive market. While patient satisfaction may change over time, patient loyalty has a more direct and lasting impact on hospital revenue, affecting the overall efficiency of hospitals. Therefore, this study will focus on exploring patient loyalty to hospitals, differing from past research that primarily focused on patient satisfaction. Objectives: (1).To explore the correlation between outpatient medical service quality and patient loyalty.(2).To investigate the relationship between service quality categorized by the Kano two-dimensional quality model and patient loyalty. Methods: The study adopts a cross-sectional survey method, using a structured questionnaire to interview hospital outpatients. Data collection was conducted outside the outpatient department of hospitals using anonymous paper questionnaires, with a completion time of approximately 15-20 minutes. From April 15, 2024, to May 31, 2024, a total of 213 questionnaires were distributed, and 210 valid questionnaires were collected. Results: There is a significant positive correlation between certain dimensions of medical service quality and patient loyalty, particularly in the tangibility and assurance dimensions, which help improve patient loyalty. The Kano two-dimensional quality classification resulted in 2 one-dimensional quality elements, 17 must-be quality elements, and 3 indifferent quality elements. Therefore, these dimensions can be considered key service items for hospitals to focus on in the future. Conclusion: By using the medical service quality and the Kano two-dimensional quality model to explore the relationship between medical service quality elements and patient loyalty in regional hospitals, understanding patients' perceptions of hospital service quality and the service quality items they need can effectively enhance patient loyalty.