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題名:病人對醫師與醫院之信任、滿意與忠誠關係
作者:張維容
作者(外文):Wei-Jung Chang
校院名稱:銘傳大學
系所名稱:企業管理學系博士班
指導教授:黃旭男
學位類別:博士
出版日期:2014
主題關鍵詞:醫院醫師結構方程式忠誠情感信任滿意認知信任Affective TrustCognitive TrustHospitalLoyaltyPhysicianSEMSatisfaction
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信任和滿意對忠誠皆有顯著的正向影響,唯對忠誠的影響關係有二種說法,一是參酌社會交換理論概念,認為信任會透過滿意中介影響忠誠;另一是公平理論,認為滿意會透過信任的中介影響忠誠。社會心理學認為信任對象不僅個人,對組織或機構一樣可產生信任關係。個人信任與系統信任彼此可相互影響;同時產生之忠誠亦能具有相互移轉能力,對服務提供者正向的忠誠關係,會直接轉移成為對企業的忠誠,反之亦然。本文從情感信任、認知信任、滿意與忠誠關係之觀點,檢視病人對不同信任對象(醫師與醫院)的作用關係是否不同,並探討忠誠的相互移轉作用及其影響強度。 本研究以台灣北區一家大型教學醫院門診病人為對象,採分層抽樣方式進行問卷調查。資料分析分成二階段進行。第一階段先分別假設信任或滿意為中介變數,設計成二種比較模型進行驗證評選,探討何者較適用於解釋醫療服務。經單一模型配適度檢定,無論對象為醫師或醫院,二種模型大致都符合基本檢定標準,但進一步以複核效化分析進行模式選取判斷後則發現,以滿意做為信任與忠誠之間中介變數的理論模型,對於醫療專業性服務具有較佳的預測與解釋能力。第二階段則採用第一階段選出的模型,將醫師與醫院二組對象整合納入同一個模型中,並加入二組依變數(忠誠)的相互影響關係。最後整合模型不僅通過驗證,滿意的中介變數效能檢定亦皆達顯著水準。研究結果發現,無論信任對象為醫師或醫院:滿意在信任與忠誠之間皆扮演中介角色;情感信任與認知信任的因果關係相似,證實信任分類對探討病人忠誠具有研究意義;忠誠移轉與延伸效果確實存在,病人對醫師與醫院的忠誠會相互移轉,對醫師忠誠的影響力則強於醫院;移轉忠誠的作用效力甚至超越滿意。
Trust, satisfaction and loyalty have positive relationship with each other. However, there are two different versions about loyalty. One based on social exchange theory; satisfaction is the intervening variable of trust to loyalty. The other is based on equity theory; trust is the intervening variable of satisfaction to loyalty. The object of trust between physician-patient relations revolve around individuals (physicians) and systems (hospitals). Patients’ loyalty, on the other hand; did have a diversion and extension effects between a physician and hospital. This paper aims to compare the various physician-patient relationship models of these entities with the same patient and two distinguished trustees (a doctor and hospital) at the same time. In this study, a stratified sampling method was used to collect data. Participants were outpatients of a large teaching hospital in northern Taipei city. Data analysis is divided into two phases. In first stage, we assume trust and satisfaction respectively as mediating variable, and sum up two kinds of compare models. Structural equation model (SEM) is used to empirically explain. By a single model fit test, two models are broadly in line with the basic testing standards. However, further cross-validation analysis found the model that satisfaction as intervening variable has better ability of prediction and interpretation. The second stage adopts the model elected by first stage, and the two objects of physician and hospital are integrated into the same model. Finally, the integrated model is validated. The intermediary function test (Sobel test) of satisfaction is also proved significant levels. The results show that whether the object is a physician or hospital, satisfaction in particular played an important intervening role in both affective trust-loyalty relationship and cognitive trust–loyalty relationship. The results prove that the trust is classified as affective trust and cognitive trust, which is significant to explore patient loyalty. Loyalty diversion at individual level and systemic level was bilateral. In terms of intensity, loyalty diversion from physicians to hospital was stronger. Patients’ trust varies based on the level of target. The influence of transfer loyalty is even beyond satisfaction.
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