從體驗行銷角度衡量醫療品質之研究－以血液透析病患爲例

A Study on Medical Quality in Experiential Marketing Perspective: With Hemodialysis Patients as an Example

10.6626/MR.2010.10.06

林婷鈴(Ting-Ling Lin)；陳靜怡(Ching-I Chen)；徐慰慈(Wei-Tsu Hsu)；呂姿瑩(Tzu-Ying Lu)

體驗行銷 ； 病患滿意度 ； 血液透析 ； experiential marketing ； patients' satisfaction ； hemodialysis

管理研究學報

10卷（2010 / 12 / 01）

162 - 184

繁體中文

本研究從體驗行銷的角度，探討病患對於醫療服務的體驗評價或品質認知，並進而探討創造消費者的體驗，如感官、情感、行動以及關聯等體驗模組，與病患滿意度之間的關係，可做爲醫療機構改善品質與規劃體驗行銷策略之依據。抽樣對象是以台灣中部兩家醫院爲樣本，在取得院方及血液透析病患同意後，進行問卷調查，利用敘述性統計量對受訪樣本之基本資料加以描述，執行因素分析找出體驗因素，最後以複迴歸分析檢視各類體驗因素與滿意度之間的關係。研究結果顯示，正向影響病患滿意度的體驗因素包括，醫護互動因素、專業醫療因素、網站媒體因素、空間佈置因素、信譽口碑因素；前兩種體驗已獲得病患的高度認同，但後三種體驗程度則較低。研究結果建議受訪醫院應加強與宣導網站電子媒體的設計與運用，以利病患獲得醫療衛教訊息，與加速掛號行政作業程序；加強醫療機構的空間佈置，以協助病患及其親友排解等待時間及負面情緒，以增進病患滿意度。良好的形象信譽口碑往往是醫療品質的最佳保證，對於有如信用財的醫療服務，可有效降低病患可能感受到的購買風險，醫療院所宜長期經營之。

This paper examines what kinds of medical quality of healthcare service perceived by hemodialysis patients in experiential marketing perspective. The relationship between the medical quality and patients' satisfaction studied can provide hospitals with marketing decision of healthcare service. Data are collected from hemodialysis patients in two hospitals in central Taiwan. We use descriptive statistics to describe the basic features of sample data, exploratory factor analysis to extract several representative medical experiential factors, and multiple regression analysis to measure the effects of the medical experiential factors on patients' satisfaction. This empirical result supports that there is a positive relationship between patients' satisfaction and experiential factors including, such as communication factor, physicians care factor, electronic media factor, space layout factor, and reputation factor; the former two factors have been well experienced by patients but the latter three have not. This paper suggests that it is necessary for hospitals to enhance and facilitate electronic media for improving the quality of making appointment with doctors and for providing educational health information, to reinforce space layout design for leveling down patients' waiting time and their negative emotion, and to manage a stronger brand image which can effectively reduce the purchase risks possibly perceived by patients.

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