傷口治療中心的醫療服務品質對病人滿意度與忠誠度之關聯性研究

Healthcare Service Quality and Patient Satisfaction and Loyalty at a Wound Healing Center

目的：本研究目的在檢視中部某地區醫院傷口治療中心的醫療服務品質對病人滿意度及忠誠度之關聯性，並分析不同基本資料對其差異性。研究之重要性在於提高該傷口治療中心對傷口治療的服務品質與管理。方法：利用結構式問卷採方便取樣對傷口治療中心的病人發出120份問卷，傷口治療中心服務品質分為有形性、可靠性、反應性、保證性及關懷性；滿意度分為環境設施、治療流程、人員服務及傷口治療管理；忠誠度則包含再購意願、推薦意願、購買其他產品意願及容忍高價格意願。資料分析有描述性及推論性統計分析。結果：傷口治療中心的服務品質、滿意度與忠誠度在不同年齡層、治療次數及治療等候時間達顯著性差異。服務品質、滿意度與忠誠度各面向皆達顯著正相關性。病人的忠誠度主要受到傷口治療中心服務品質可靠性及人員服務態度滿意度之影響。結論：加強對初診病人的服務態度，並改善治療流程減少病人等候時間，才能在競爭日益激烈的醫療市場中，提升病人的滿意度與忠誠度，以達醫院永續經營的目標。

Objectives. This study aimed to examine the correlation between healthcare service quality and patient satisfaction and loyalty at a wound healing center in a district hospital in central Taiwan.
Methods. A structured questionnaire was administered to 120 patients using convenience sampling. Service quality items included tangibles, reliability, responsiveness, assurance and empathy. Satisfaction items included environment and facilities, wound healing processes, medical staff service attitude and wound healing management. Loyalty items included intentions of repurchase, recommendation to others, purchasing other products, and high price tolerance. Data were analyzed using descriptive and inferential statistical analysis.
Results. There were significant difference in reports of healthcare service quality, satisfaction and loyalty depending on age, visiting times, and waiting time. Each dimension of healthcare service quality revealed a positive significant correlation with patient satisfaction and loyalty. The level of patient loyalty depended on the reliability of service quality, and the satisfaction with medical staff members’service attitude.
Conclusion. This study suggests that enhancing the service attitude for first patient visits, and reducing patients’waiting time by improving the treatment process will have significant beneficial effects on patient satisfaction and loyalty. These changes would help the hospital reach it long-term goal remaining competitive in a highly competitive healthcare marketplace. This study contributes our understanding of how to enhance service quality and management at this would healing center.