中醫診所形象對病患忠誠度的影響－－知覺價值的中介作用

The Effect of the Image of Chinese Medicine Clinic on Patient Loyalty-the Mediating Role of Perceived Value

目的：本研究探討中醫診所的形象、知覺價值與病患忠誠度間之關係，以及知覺價值在診所的形象與病患忠誠度間的中介效果。方法：以高雄地區中醫診所18歲以上病患之有效問卷287份，採相關分析、信度分析及迴歸分析來驗證研究假設。結果：1.診所形象(聲譽、可近性及醫病關係)顯著的正向影響知覺價值(品質價值及貨幣價值)；2.診所形象(聲譽、可近性及醫病關係)顯著的正向影響病患的忠誠度(推薦親友及回診意願)；3.知覺價值(品質價值)在診所形象(聲譽)及病患忠誠度(推薦親友)間具部分中介效果；4.知覺價值(品質價值及貨幣價值)在形象(聲譽)及病患忠誠度(回診意願)間具部分中介效果。結論：本研究發現病患忠誠度的推薦親友及回診意願在形象及知覺價值間呈現不同的結果，實屬有趣及值得重視，建議對相關議題有興趣之後續研究者可再進一步探討。

Objectives. This research investigated the relationship among Chinese medicine clinic image, perceived value, patient loyalty, and the role of perceived value as a mediator on the relationship between traditional medical clinic image and patient loyalty.
Methods. Two hundred and eighty seven patients with age of 18 and older visited Chinese medicine clinics in Kaohsiung area were enrolled for study. Statistical analysis including Cronbach’sα, correlation analysis, and regression analysis were performed. We also tested hypotheses that patient’s perceived value mediated the relationship between clinic image and patient loyalty.
Results. Our results showed that (1) clinic image (reputation, accessibility, and patient-clinic relationship) had significant positive effect on Perceptual value (quality value and monetary value), (2) Clinic image (reputation, accessibility, and patient-clinic relationship) had significant positive effect on patient loyalty (recommend relatives and friends and willingness to return); (3) Perceived value (quality value) partially mediating effect between clinic image (reputation) and patient loyalty(recommend relatives and friends), (4) perceived value (quality value and monetary value) partially mediating effect between clinic image (reputation) and patient loyalty(willingness to return).
Conclusion. Our study demonstrated the recommendation to relatives and friends and willingness to return visit of patient loyalty having different results between image and perceived value. It is interesting phenomenon and worth further study.