利用層級分析法探討民眾就醫之選擇

The Application of Selection of Hospitals Using Analytic Hierarchy Process

在台灣醫療科技不斷進步，民眾教育水準提昇，民眾對於醫療服務品質之要求日益提高，醫療產業受到經濟及生活水準的提升進而快速發展，由於教育的普及加上消費者意識的抬頭，促使民眾對醫院服務品質的要求與期望也越來越高（何雍慶，2013）。顧客導向與醫療服務品質彼此存在相關性。故醫療機構開始重視醫院形象、服務品質等等的重要性，統合整個醫院的相關醫護人員及資源，隨時提供就醫者最完善的服務需求。民眾在選擇醫療院所時，不只重視醫護人員的形象及專業素養之外，更受到多面向的管道與個人需求偏好，來衡量醫療院所的服務品質。本研究運用層級分析法（AHP）針對醫院形象、服務品質等進行重要性分析，研究結果顯示選擇醫療院所的服務品質、就診流程與醫院形象為最重要因素。亦即在構面目標中，可以了解受測者對於就醫選擇最重視醫院的服務品質。因此，維護病人醫療服務品質及病患滿意度與醫院營運績效，是各醫療機構目前極重視的議題。

In Taiwan, medical sciences improvement continuously, and education levels increasing, and the requirement of hospital service quality increasing. The healthcare industry has rapidly developed due to elevation of economic and living standards. Under the prevalence of education and increase of consumer consciousness, people also have increasing demands and expectations for hospital service quality. Thus, the maintenance of patients' healthcare service quality patient satisfaction, as well as hospital management performance, are issues that demand much attention from various healthcare institutions. Analytic Hierarchy Process (AHP) can make complex issues systematic and hierarchical, and solve the problem of this study. At domestic and foreign research, it is widely used in various fields, such as in goal setting, effective method to determine the priorities and future trends, in order to improve the quality of medical institution decision-making.