目的：顧客對服務過程中所產生的體驗，對於吸引新的顧客與保留舊顧客皆具有影響力，本研究欲深入探討醫院門診病患對於各種醫療服務體驗的認知與重要性是否會對忠誠度有所影響。方法：採用問卷調查方式，以某南區區域醫院之門診顧客為研究對象，共發出562份問卷，有效問卷為503份，回收率89.50%，採用描述性及推論性統計來進行研究分析，以驗證服務體驗對忠誠度的影響。結果：顧客認知程度以情感體驗為最高，而重要性亦為情感體驗最高，此外，迴歸結果發現情感、思考、關聯體驗認知對門診顧客忠誠度有顯著正向影響。結論：本研究建議醫療機構的管理人員應該投入較高的資源在情感、思考、及關聯體驗認知，可以提升門診病患忠誠度。

Objectives: Patient experiences with the process of receiving services have a critical impact on attracting new customers and retaining old customers. The aim of this study was to explore the perception and importance of the service experience and its influence on loyalty among hospital outpatients.Methods: This study utilized a questionnaire survey to collect data and selected outpatients from a regional hospital in southern Taiwan as subjects. We sent out 562 questionnaires and a total of 503 valid questionnaires were returned. After testing the reliability and validity of the research data, we used Pearson's correlation and multiple regression to analyze that data.Results: We found that the most frequent perception among the experience dimensions was the feeling experience, and it was also the most important experience for outpatients. Perceptions of the feeling experience, thinking experience, and related experiences have a significant influence on outpatient loyalty.Conclusions: This study suggests that managers of hospitals should invest resources in enhancing the perceptions of relating, feeling, and thinking experiences in order to improve outpatient loyalty.