本研究主要探討個案醫院鄰近社區民眾之就醫行為與來院就醫之滿意度，並以結構式問卷，採配額抽樣法（quota sampling）面訪個案醫院鄰近四鄉鎮之民眾共353名，調查其平常之就醫行為、來院就醫滿意程度以及就醫意願與口碑傳播意願，且進一步以重要性--績效分析找出急迫改善之服務項目，並以複迴歸等分析探討影響滿意度與就醫意願的可能因素。本研究重要結果如下：一、民眾求醫地點多以方便性為考量，約半數之民眾會先考慮至住家附近的診所就醫。二、民眾就醫之影響者與決策者之角色，則主要為父母親及配偶，並受人口特性變項影響。 三、民眾平常分別以人際口傳（親朋好友）、公共來源（電視、報章雜誌）、以及商業來源（醫院文宣）等項目為獲得醫療相關訊息的管道。四、民眾求醫選擇的主要考慮因素，是以醫療品質因素、社會心理因素以及方便性因素為重點。五、社區民眾至個案醫院求醫之整體滿意度與醫師、醫事、護理人員之服務態度有較高的顯著正相關。六、停車方便、醫事人員服務態度、以及等待看診時間為民眾再來院就醫意願之顯著預測變項。七、經重要性/績效法分析，則個案醫院須迫切改善的服務項目依序為：護理人員服務態度、治療結果、醫事人員服務態度。根據研究結果對醫院管理者提出建議，以提供個案醫院在行銷與品質提昇方面的參考。

This study was to investigate the related factor of people’s medical seeking behavior and the satisfaction of medical care in the neighborhood of a district teaching hospital. Total of 353 people were interviewed in this study by quota sampling method. A structured questionnaire was used to survey the medical care seeking behavior, medical care satisfaction, intention to medicine-seeking, and the willingness of disseminating. Meanwhile, the Importance--Performance analysis was used to find out the service that needed to be improved the most. Moreover, the multiple regression was conducted to explore the possible factors associated with people’s medical care satisfaction and intentions to seek medical care. The main findings of this study are as follow: 1.The major factor related to choosing a hospital is convenience; most people choose the clinic located near home. 2.The analyses reveal that parents and spouses are the key persons that affect people seeking medical care. The medical seeking behaviors are also related to the demographic characteristics. 3.The word-of-mouth from relatives and friends, public resource (TV, newspaper and magazine), and commercial resource（hospital’s advertisement）are the most common ways of obtaining medical information. 4.The major factors of people’s intensity of hospital choices are quality of medical care, psychosocial factor, and convenience. 5.The service attitude of doctor, medical technologist, and nursing staffs are significant and positively correlated with people’s overall satisfaction. 6.The parking convenience, service attitude of medical technologist, and waiting time are the indicators to predict the intention of revisiting the hospital. 7.The service items need to improve in order are the service attitude of nursing staffs, medical treatment results, and the service attitude of medical technologist. According to the results from this survey, some managerial implications proposed could be used as the hospital’s reference in terms of marketing and service quality.