题名

企業形象、知覺風險與滿意度之關聯性研究：以台北市中醫診所為例

并列篇名

The Study on Relationship among Corporate Image, Perceived Risk and Satisfaction: Taking the Chinese Medicine Clinic in Taipei City as An Example

DOI

10.6763/IJTCMA.202005_4(1).0001

作者

郭彥谷(Kuo, Yen-Ku)

关键词

企業形象 ； 知覺風險 ； 滿意度 ； 中醫診所 ； Corporate image ； Perceived risk ； Satisfaction ； Chinese medicine clinic

期刊名称

中醫本草芳香療法期刊

卷期/出版年月

4卷1期（2020 / 05 / 15）

页次

5 - 27

内容语文

繁體中文
中文摘要

醫療在現代人的生活中是不可或缺的要素，當人們感覺到有健康的疑慮，以及受到疾病的侵襲時，都必須仰賴專業的醫療人員進行檢查、診斷與治療。隨著文明的進步，醫療品質水準與日遽增，診所的數量日益充足，民眾有醫療需求時皆可就近尋求鄰近的診所就醫，除了可以選擇主流科學的西醫診所之外，更有貼近華人生活與文化的傳統中醫診所可以選擇；由於中醫相較於西醫而言，強調養生與全面關照的醫療觀點，治療方式注重系統而非只有局部的修護，也得到民眾的肯定與青睞，中醫診所成為現代人就診的重要選項之一。由於中醫診所逐漸被重視的趨勢已然成形，中醫診所之管理者更須經營自身的企業形象，瞭解就診民眾的滿意度，從管理的角度來增進更多人對於中醫診所的接受度，兼顧醫療品質之餘，亦可更有效率的維持中醫診所的效率。另外，民眾就診時所考量的各種風險因素，也需要中醫診所管理者的關注，以良好的企業形象去減低知覺風險的程度，才能達到民眾真正的滿意。本研究主要以台北市中醫診所之就診民眾為對象，以問卷調查法蒐集資料，輔以驗證性因素分析呈現信度與效度，再以潛在結構路徑模式檢驗假設。本研究發現台北市中醫診所之就診民眾所認知的企業形象對於知覺風險能有所降低，對於滿意度亦有正向顯著的影響，提供結論與建議讓中醫診所業者與管理人員作為組織發展的策略參考。
英文摘要

Medical care is an indispensable element in the lives of modern people. When people feel suspicious of health and are affected by disease, they must rely on professional medical personnel for inspection, diagnosis and treatment. With the advancement of civilization, the quality of medical services is increasing day by day, and the number of clinics is becoming more and more sufficient. When people have medical needs, they can seek nearby clinics for medical treatment. Traditional Chinese medicine clinics with culture can be chosen; as compared with Western medicine, Chinese medicine emphasizes health care and comprehensive care. The treatment method focuses on the system instead of only partial repairs. It has also been recognized and favored by the public. One of the important options for modern people to see a doctor is trend of TCM clinics being gradually valued has taken shape, the managers of TCM clinics have to manage their own corporate image, understand the satisfaction of the visiting people, and increase the acceptance of TCM clinics from the perspective of management, taking into account the quality of medical In addition, it can also maintain the efficiency of Chinese medicine clinics more efficiently. In addition, the various risk factors considered by the public at the time of medical treatment also require the attention of the managers of Chinese medicine clinics to reduce the degree of perceived risk with a good corporate image in order to achieve the real satisfaction of the public. In this study, the people in the Chinese medicine clinics in Taipei City were used as the target, data was collected by questionnaire survey, supplemented by confirmatory factor analysis to present the reliability and validity, and then the hypothesis was tested by the potential structural path model. This study found that the perception of the corporate image of the people attending the Chinese medicine clinics in Taipei City can reduce the perceived risk and have a positive and significant impact on satisfaction. It provides conclusions and recommendations for Chinese medicine clinic operators and managers as organizational development strategies reference.
主题分类 醫藥衛生 > 中醫藥學
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