醫療服務品質、病患滿意度與病患忠誠度關係之研究：以齒列矯正門診為例

A Study of the Relationship between Medical Services Quality, Patient Satisfaction and Patient Loyalty for Orthodontic Patients

在現今競爭的醫療環境下，病人對於醫療權益的要求與日俱增，台灣整體醫療院所面臨前所未有的生存壓力。而一個優良牙醫門診營運的成功，在於它可以將資源有效投入以改善醫療品質，滿足病患的期望，並提升病患的照護價值；因為提升病患的滿意度，將促進病患再回診的忠誠度，進而增加營收。本研究希望能提出一個理論模型，說明醫療服務品質與病患滿意度、忠誠度間的關係，並釐清其因果關係。本研究以中部某醫院牙科門診矯正病患為對象，發放治療滿意度問卷（N = 270），利用因素分析、路徑分析釐清牙科矯正門診服務品質、患者滿意度與忠誠度之關鍵因素與因果關係。問卷調查分析結果顯示：「醫療技術品質」與「醫病互動關係」兩個構面皆對病患滿意度有顯著的影響，會間接影響忠誠度；其中以「醫療技術品質」對滿意度影響較大，這顯示出矯正患者較重視「專業技術品質」。因此醫療院所方面必須提升專業技術品質與醫病互動關係，透過病患滿意度的增加，方能進而提高病患忠誠度。

The increasing demand for excellent quality of medical services by patients affects hospital performance under severe competition amongst Taiwan hospitals. A dental clinic can demonstrate successful performance when it meets the patient expectation, enhances the value of care and invests its resources to improve the treatment quality. Enhancement of the value of care and patient satisfaction will promote their loyalty and also increase revenue by taking the above factors into consideration. Hence the purpose of this study is to investigate the treatment effect on degree of satisfaction and loyalty for dental patients. A questionnaire for dental treatment satisfaction study (N = 270) was filled out by the orthodontic patients of a hospital dental department. Factor analysis and path analysis were used to investigate the impact of medical service quality and patient satisfaction on patient loyalty. The result of this study shows that the 'quality of medical care“ and “interpersonal relationship between doctor and patient' are key factors for patients' satisfaction, and patients' satisfaction leads to loyalty. Above all, 'quality of medical care' had more profound influence on patients' satisfaction. Based on the study result, we as treatment provider should improve our quality of dental care and treatment outcome for patient satisfaction as well as patient loyalty.