ASSESSMENT OF PATIENT EXPECTATION AND PERCEPTION OF SERVICE QUALITY AND LOYALTY IN DENTAL SERVICES

牙醫患者期望和感知服務品質與忠誠度之關聯模式探討

10.6220/joq.202010_27(5).0001

盧燕嬌(Yen-Chiao Angel Lu)；徐揚(Yang Xu)；賴慶祥(Ching-Hsiang Lai)

dentistry ； service quality ； loyalty ； structural equation modeling ； 牙醫業 ； 服務品質 ； 忠誠度 ； 結構方程模式

品質學報

27卷5期（2020 / 10 / 30）

281 - 292

英文

This study adopted a modified service quality scale (SERVQUAL scale) and applied structural equation modeling (SEM) to evaluate the relationships among patient socioeconomic variables, expectation and perception of service quality, and loyalty with regard to dental services in Taiwan. Overall, 635 patients attending dental services from 12 randomly selected clinics enrolled. It revealed that patients' perceived service quality did not meet expected service quality for 18 in 22 items, suggesting the need to improve their service quality for dental clinics in Taiwan. SEM analysis resulted that expected service quality indirectly affects patient loyalty through perceived service quality. Furthermore, female, highly educated, and high-income patients have significantly higher expectations of service quality, but female patients having lower perceived service quality. This study proposed a model to measure service quality and provided information of quality promotion to enhance patient loyalty in dental clinics.

本研究採用結構式問卷，調查病患社經資料、期望服務品質、感知服務品質及忠誠度，以瞭解牙醫業醫療服務品質，並應用結構方程模式（structural equation modeling, SEM）探討病患社經資料、期望和感知服務品質與忠誠度之關係；其中，服務品質採用修正之服務品質量表（service quality scale, SERVQUAL scale）。經抽樣臺灣12家牙醫診所1,200位病患，回收有效問卷635份。結果顯示，服務品質的22問項中有18項感知服務品質未達病患期望，臺灣牙醫診所應提升其服務品質；由SEM分析結果，期望服務品質間接透過感知服務品質影響病患忠誠度；此外，女性、高學歷、高收入患者顯著有較高之期望服務品質，但女性則顯著有較低之感知服務品質。本研究提出一個服務質量評估模式，並提供服務品質提升的訊息，藉以提高牙科診所的病患忠誠度。

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