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題名:醫院知覺市場導向缺口對病人關係品質與忠誠度之影響─以門診服務為例
作者:黃金安
作者(外文):Jin-An Huang
校院名稱:雲林科技大學
系所名稱:企業管理博士班
指導教授:胡哲生
賴其勛
學位類別:博士
出版日期:2007
主題關鍵詞:知覺市場導向缺口關係品質忠誠度內部行銷市場導向關係行銷loyaltyrelationship qualityinternal marketingperceptual market orientation gapmarket orientationrelationship marketing
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本研究的目的在於探討病人之知覺市場導向對關係品質與忠誠度的影響,探索醫師─病人和管理階層─醫師之知覺市場導向缺口及其對關係品質與忠誠度的影響,以及確認內部行銷在醫院發展市場導向的重要角色。本研究首先藉由深度訪談分析結果和文獻回顧結論比對,而建立本研究的概念架構和研究假設。接著利用自填問卷方式,針對台灣中部一家醫學中心的主治醫師及其門診病人進行問卷調查,最後回收的有效問卷包括90位主治醫師和450位病人。統計分析則採用結構方程模式和階層迴歸分析針對所提出的研究模型進行驗證。研究結果發現,各項研究構念皆具有良好的測量信度和建構效度,且研究模式也具有可接受水準的整體模式適合度。病人之知覺市場導向對醫師關係品質和醫院關係品質皆有顯著的正向影響;病人之知覺市場導向對其醫院忠誠度除了有直接的正向影響外,也會透過其醫院關係品質以及醫師關係品質和醫師忠誠度的中介而有間接的正向影響;病人之知覺市場導向對其醫師忠誠度會透過醫師關係品質的中介而有間接的正向影響。此外,病人之知覺市場導向缺口也會影響其醫師關係品質、醫院關係品質、醫師忠誠度和醫院忠誠度。醫師知覺內部行銷對醫師知覺市場導向有顯著直接顯著的正向解釋力,而對病人的醫師關係品質、醫院關係品質、醫師忠誠度和醫院忠誠度則需藉由醫師知覺市場導向的中介效果,才會有顯著的正向解釋力。總之,市場導向會促進病人的醫院關係品質、醫師關係品質、醫師忠誠度和醫院忠誠度,因此,醫院應致力於提升其市場導向。尤其重要的是,醫院管理階層應致力於內部行銷,以縮小其與醫師的知覺市場導向缺口。
The purpose of this study was to examine the impact that patients’ perception of market orientation has on patients’ relationship quality and loyalty, to explore the perceptual market orientation gaps between physician and patients as well as between hospital management and physicians and their impact on patients’ relationship quality and loyalty, and to verify the critical role of internal marketing on developing market orientation. We built our conceptual model and hypothesis by interviewing hospital managers, physicians and nurses and reviewing literatures. Self-administered questionnaires were then employed to collect the data. We used a convenient sample of physicians and patients of a medical center in central Taiwan, and 90 usable questionnaires from physicians and 450 usable questionnaires from patients were returned. Structural equation modeling and hierarchical multiple regression analyses were used to validate the research model. The measure reliability, construct validity, and model fitness of the research model were good. We found there important findings. First, the patients’ perceptual market orientation had a direct positive impact on patients’ loyalty to the hospital, and an indirect positive impact via the mediation of patient-hospital relationship quality, patient-physician relationship quality and patient’s loyalty to physician. In addition, the patient’s perceptual market orientation had an indirect positive impact on patient’s loyalty to the physician. A strong relationship exists between patient perception of market orientation and patient’s loyalty to the hospital, and this in turn has an impact on patient-hospital relationship quality, patient-physician relationship quality and patient’s loyalty to physician. Second, the patients’ perceptual market orientation gap had direct positive impact on patients’ relationship quality and loyalty. Finally, internal marketing had a critical role in developing market orientation. Therefore, hospital management should be dedicated to a market-driven approach.
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