以環境、過程、結果為構面探討醫療院所門診服務品質之研究──以南部某私立區域醫院為例

The Research of Service Quality of Outpatient Department in Hospital by Environment, Process and result as structure – Example as Area Hospital in Southern Taiwan

台灣健保制度將醫院分為四級教學醫院、區域醫院、地區醫院、及診所，區域醫院介於教學醫院與地區醫院之間，沒有教學醫院豐沛資源與知名度，及地區醫院的方便性與彈性，又受到衛生署的監督，故如何在內、外在環境的壓力下生存，尋求定位、有效規劃資源、將資源用在病患最需要的地方，提昇服務品質為本研究主要目標。本研究結合行銷研究、品牌管理的觀念，運用在醫院服務品質提昇的問題上，並透過與競爭醫院的比較分析來找出區域醫院的共同性與差異性，本研究的變數有環境變數、過程變數、與結果變數，其中環境變數是主要吸引病患進入醫院的主因，透過集群分析找出是醫院的差異性與特色所在，提供醫院行銷策略擬定參考，再以各群滿意度為應變數，過程變數、與結果變數為自變數，透過迴歸分析找出各群對服務過程與服務結果的需求，提供醫院資源規劃的參考，應用哈佛教授Porter所提“價值鍊”觀念，企業應在任何一項價值活動上減少成本或提昇價值來達到競爭優勢，創造更多顧客價值的策略，最後透過與競爭醫院的比較找出區域醫院該有的服務品質的共同因素與差異因素，方能更有效提昇醫療品質與發展品牌特色。

The hospital was classified into four grades including educational hospital、regional hospital、district hospital and clinic in Taiwan Healthcare system. The regional hospital between educational hospital and district hospital that the resources and reputation was less than the educational hospital, the convenience and flexibility was lower than the district hospital. How to exist under inner and outer circumstance pressure it was very important issue about regional hospital. In this study combined marketing research and brand management methods, applied in upgrade service quality of regional hospital and compared with competed regional hospital to find out the common characteristics and different characteristics. There were three independent variable including circumstance variable 、 process variable and consequence variable, in this study finds out the main factor attract patients into hospital was circumstance variable, using cluster analysis got three clusters then using regression analysis to find out the needs of each cluster. This study finds can use in regional hospital resources planning, upgrade service quality efficiently and develop brand characteristics.