醫療服務業關係品質與關係利益對顧客忠誠度的影響

The Impact of Relationship Quality and Relational Benefit on Customer Loyalty in Healthcare Industry

本研究主要目的為探討在醫療服務業中，病患之醫師關係品質與關係利益對於其醫師忠誠度與醫院忠誠度的影響，兼論病患之醫師關係強度的中介效果，透過相關文獻的回顧，共推導出8項研究假設。在研究方法的部份，本研究以台灣地區三家醫院之339位門診病患為樣本，透過階層迴歸的方式來進行實證分析。研究結果顯示，病患之關係品質與關係利益除了會對於其忠誠度產生正向的直接性影響外，這兩項構念亦會透過關係強度的部份中介，進而正向影響病患之醫師與醫院忠誠度。

The aim of this study was to explore the impact of relationship quality and relational benefit on patient loyalty to the physician and to the hospital. Furthermore, we also discuss the mediating effect of relationship strength on the above-mentioned relationship. Extensive literature review was done to build up eight research hypotheses. The sample consisted of 339 ambulatory patients of three hospitals in Taiwan. Our approach to test hypotheses was that of a hierarchical multiple regression. Study results indicate relationship quality and relational benefit positively affect patient loyalty. Besides, relationship strength partially mediates the relationship between two antecedents (relationship quality and relational benefit) and two outcome variables (patient loyalty to the physician and to the hospital).