服務品質與購買意圖：滿意度的干擾及中介雙重角色

Service Quality and Purchase Intention: Patient Satisfaction as Dual Roles of the Moderator and Mediator

許多研究已指出服務品質與滿意度會影響顧客的購買意圖，這三者間的關係卻是多重的。本研究首先檢驗在服務品質知覺對顧客購買意圖之影響關係中滿意度的干擾效果，再檢驗滿意度對服務品質與顧客購買意圖的中介效果，以瞭解滿意度是否扮演干擾及中介雙重角色，並分析這雙重角色如何同時運作。透過結構化的問卷為工具調查12家區域醫院的門診病患，階層迴歸分析的結果顯示，在可靠性、體貼性這兩個服務品質知覺構面對顧客購買意圖的影響中，滿意度同時扮演了干擾與中介雙重角色，在反應性與保證性這兩個服務品質知覺構面對顧客購買意圖的影響中，滿意度只分別扮演了干擾角色與中介角色。建議醫院經營者在提高服務品質的同時，應注意這些服務品質是否真的讓能病患滿意度，才能提高病患回流的意願。

Numerous studies have proven that both service quality and satisfaction have positive effects on purchase intention. However, the relationships among the three variables are multifaceted. The main purpose of this study is to examine whether patient satisfaction simultaneously moderates and mediates the relationship between perceived service quality and purchase intention. This study tries to provide empirical evidences about how the mediator and moderator work together to affect patient purchase intention. A structured questionnaire was disturbed to the outpatients of 12 regional hospitals. After testing the questionnaire reliability and validity, hierarchical multiple regressions were used to analyze our research data. The findings show that satisfaction plays dual roles of the moderator and mediator in the relationships between reliability/empathy and purchase intention. Satisfaction is only a moderator between responsiveness and purchase intention and is just a mediator between assurance and purchase intention. Therefore, when service quality is improved, it is worth to notice if improved service quality leads to increased satisfaction. If patients do not feel satisfied about the improvements, they may not come back.