以知識管理步驟探討醫療機構之服務品質與品牌忠誠度

The Impact of Hospital Marketing on Service Quality and Brand Loyalty: Knowledge Management Perspective

近年來我國高齡少子趨勢日益明顯，導致整體醫療支出增加，而醫療服機構為了降低衝擊也積極尋求轉型，本研究在於分析民眾對醫療機構的知識管理與資訊搜尋態度，並更進一步以線性結構模式探討知識管理與資訊搜尋態度對服務品質及品牌忠誠度之影響。實證結果顯示，民眾在就醫之服務品質方面，主要是以專業品質認同度最高，其次為社會責任與資訊內容；而影響品牌忠誠度則為服務品質、知識管理與資訊搜尋等因素，透過LISREL分析檢定更可發現影響品牌忠誠度之總效果以服務品質最大。是故，期望醫療機構在知識管理步驟能投入更多的技術資源以提升服務品質，使民眾對醫療機構產生正面的認同感，藉此強化品牌忠誠度。

In recent years, the trends of decreasing fertility rates and population aging have become more obvious in Taiwan, and these concerns have led to increasing health care expenditures. To reduce the corresponding impacts, health care institutions have been actively sought for transition. This study analyzes the public’s attitude toward knowledge management and the information availability of health care institutions. Furthermore, through the linear structural model this study examines the impacts of knowledge management and the information availability on service quality and brand loyalty. Evidence suggests that, regarding the quality of health care services, people value professional quality most, followed by social responsibility and information provision. Regarding brand loyalty, the influential factors cover several domains including service quality, knowledge management and the information search, and the results of LISREL analysis further indicate that service quality is the most powerful factor affecting brand loyalty. Hence, this study recommends that health care institutions invest additional technical resources in knowledge management steps to improve service quality and enhance people’s recognition, thus strengthening brand loyalty.