忠誠度、就診意願與口碑傳播意願關係之實證研究

Relation Between Patient Loyalty, Willingness to See a Doctor, and Willingness to Provide Word-of-Mouth Referrals

目的：本研究主要是以忠誠度對就診意願及口碑傳播意願的驗證性為何，做為研究主軸。藉由相關文獻的收集並運用量化方式進行實證研究，探討病患對醫師或醫院的忠誠度與就診意願之關係，且更進一步探討對口碑傳播推薦意願影響。方法：本研究以南部某醫學中心之看診者為研究對象，採問卷調查法，收集有效問卷296份，回收樣本資料以SPSS 22.0，經信效度分析、敘述性統計、皮爾森積差相關分析及迴歸分析，針對提出各項假說進行驗證分析。結果：醫師或醫院忠誠度分別對就診意願皆呈正相關，即當病患對醫師或醫院忠誠度愈高，愈會影響就診意願。就診意願與口碑傳播意願呈正相關，即當就診意願愈高，愈會影響口碑傳播意願。結論：結果得知病患會因為對醫師或醫院的忠誠度而影響自身就診意願，進而推薦給有就醫需求病患，達口碑傳播效果，進而提高醫院或醫師形象。

Objective: This study investigated the validity of using loyalty to predict the willingness to see a doctor and provide word-of-mouth referrals. On the basis of relevant literature and quantitative data, this empirical study examined the relationship between patients’ loyalty to physicians or hospitals and their willingness to see a doctor as well as the impact of their willingness to see a doctor on their willingness to provide word-of-mouth referrals. Methods: A questionnaire survey was conducted with patients of a medical center in southern Taiwan, yielding 296 valid questionnaires. Subsequently, reliability and validity analyses, a descriptive statistical analysis, Pearson correlation analysis, and a regression analysis were conducted using SPSS 22.0 to test various hypotheses. Results: Patient loyalty to physicians or hospitals was positively correlated with willingness to see a doctor; that is, the higher a patient’s loyalty to a physician or hospital was, the higher was their willingness to schedule a visit with the doctor or hospital. Moreover, patient willingness to see a doctor was positively correlated with willingness to provide word-of-mouth referrals; that is, the higher a patient’s willingness to see a doctor was, the higher was their willingness to provide word-of-mouth referrals. Conclusion: An increase in patient loyalty to doctors or hospitals promotes willingness to see a doctor, which in turn promotes willingness to provide word-of-mouth referrals to other patients who require clinic or hospital care, thereby improving the image of the hospitals or doctors.