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題名 | 以體驗行銷觀點探討復健科醫病關係品質、滿意度與忠誠度關聯性之實證研究=An Empirical Study of the Relationship among Physician-Patient Relationship Quality, Satisfaction and Loyalty Base on Experiential Marketing Perspective--Department of Rehabilitation |
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作者 | 藍毓莉; 嚴玉華; 林宜靜; 唐玉蘋; 丁鏡鳴; | 書刊名 | 臺灣復健醫學雜誌 |
卷期 | 44:1 2016.03[民105.03] |
頁次 | 頁43-52 |
分類號 | 419.47 |
關鍵詞 | 體驗行銷; 醫病關係品質; 滿意度; 忠誠度; Experiential marketing; Physician-patient relationship quality; Satisfaction; Loyalty; |
語文 | 中文(Chinese) |
中文摘要 | 本研究以體驗行銷觀點探討復健科醫病關係品質、滿意度與忠誠度之關聯性。以任職於北部某區域級醫院復健科病人為研究對象,採橫斷式研究設計,以結構式問卷進行資料收集,共發出190 份,有效問卷為183 份,有效回收率為96.31%。資料分析採描述性統計分析、one-way ANOVA、Pearson 相關分析和迴歸分析。研究結果顯示病人忠誠度在不同年齡別及職業別,達統計上顯著差異(p<0.05)。體驗行銷與醫病關係品質、滿意度及忠誠度,達顯著正相關(p<0.05);迴歸分析滿意度為體驗行銷、醫病關係對忠誠度之中介效果。研究結果除可彌補相關研究之不足以供後續研究參考外,冀能對醫療機構管理者提供實務性之建議。 |
英文摘要 | Objective: The purpose of the study was to use experiential marketing to explore the relationship among physician-patient relationship quality, satisfaction, and loyalty in a department of rehabilitation. Methods: A cross-sectional study was conducted. The study subjects were patients of rehabilitation department recruited from a regional hospital in Northern Taiwan using a convenient sampling strategy. A structured questionnaire was applied for data collection; the valid response rate of 190 distributed questionnaires was 96.31%. The statistical analysis methods utilized in the present study included descriptive analysis, one-way ANOVA, Pearson correlation analysis, and regression analysis. Results: The results indicated that age and occupation were significantly different in the context of patient loyalty (p<0.05). Experiential marketing had a significantly positive correlation with physician-patient relationship quality, satisfaction, and loyalty (p<0.05). Regression analysis showed the relationship of experiential marketing and physician-patient relationship quality corresponding to loyalty were mediated by satisfaction. Conclusion: The results of the present research are not definitive; these findings can serve as a reference for future research on similar themes. The managers of medical institutions may consider these findings while formulating practical proposals. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。