社區意見領袖對某醫院評價與推薦程度之調查研究

A Study on District Opinion Leaders’ Evaluation and Recommendation of a Hospital

目的：醫院進行病人滿意度調查，多僅限於已進入並利用醫院醫療服務的病人，對於未進入或未利用醫療服務的民眾則從未加以瞭解。本研究透過蒐集社區意見領袖對某醫院之評價，了解受訪者對該服務品質認知、品牌形象認知及評價與推薦度之關係，另比較本人是否曾到院就醫、機構內外受訪結果間之差異。方法：以立意取樣方式針對某地區重要領域意見領袖進行郵寄問卷調查，有效問卷578份，回收率60.7%，以描述性、變項間t檢定、單因子變異數及相關係數統計方法分析。結果：受訪者對該院服務品質認知及企業品牌形象認知評分愈高，其對該院之評價與推薦度亦愈高。人口特質分析結果顯示，年齡並不影響其對醫院各構面之評分。男性受訪者在全體受訪組及曾到院就醫組各構面評分皆顯著高於女性。民代對服務品質認知評分及醫院評價在全體受訪組及曾到院就醫組皆顯著高於媒體記者。整體而言，受訪者就醫經驗並不影響其對該院各構面評分。與98年該院院內病人滿意度調查結果比較，本研究受訪者平均評分顯著較低。結論：本研究可提供醫院管理階層檢視醫院對外企業形象及設定改善服務品質之目標。

Objective: Most hospitals that conducted patient satisfaction surveys focused on existing patients. Opinions of those without access to or use of hospital services seemed often neglected. This study examined district opinion leaders’ perceptions of service quality and brand image of one medical center and their willingness to recommend it. Differences between respondents with and without access to or use of the medical center, internal and external medical center surveyed were also compared. Subjects and Methods: Questionnaires were mailed to district opinion leaders from six professions using purposive sampling. The overall response rate was 60.7%. 578 valid questionnaires were obtained to conduct descriptive, bivariate t-test, ANOVA and correlation coefficient data analysis. Results: The respondents with better perceptions of service quality and brand image scored higher on evaluation and recommendation of the medical center. Demographic characteristics analysis implied that age was not associated with respondents’ overall evaluation of the medical center. In gender analysis, male respondents, as a whole or those with hospital visiting experiences, scored the medical center significantly higher than female respondents. In profession analysis, representatives of public opinion rated higher in perception of service quality and evaluation of the medical center than journalists. In general, respondents’ experiences of hospital did not exert influence on their grading the medical center in all aspects. However, in comparison with patient satisfaction survey of 2009, this study showed significant lower percentage of patient satisfaction with the medical center. Conclusion: This finding provides new insights for hospital managers to examine the institution’s brand image and set goals to achieve the highest possible levels of patient satisfaction.