傳統觀念中，品質與價格應是對等的，很多人認為成本降低會促使產品或服務品質降低，然而醫療服務業是攸關個體生命健康、且屬於低涉入程度之行業，因此醫療業者除了要提升服務品質，更要在顧客心中建立起對醫院的滿意度與忠誠度。
    在醫院，醫師、護士、病患或陪同家屬等皆屬於醫院之顧客，因此本研究從顧客觀點，實證調查顧客在醫院消費、檢查或就診經驗，以了解服務品質與企業形象對顧客滿意度與忠誠度之關係。本研究透過問卷發放並蒐集417份有效樣本，運用SPSS 15.0版軟體建立因素分析、相關分析與迴歸分析，尋找各構面之關鍵影響因素，主要發現如下：
一、醫院之服務品質構面中，「保證性」對顧客滿意度與忠誠度比較有正面影響效果，顯示出醫院服務人員藉由專業技術、知識讓顧客提高信任與知名度。
二、醫院之企業形象構面中，「人性面」對顧客滿意度與忠誠度比較有正面影響效果，顯示出醫院服務人員具有負責、用心等正面形象，並將顧客生命與權益擺在第一。
三、研究調查中，受訪者對於醫療水準、滿意度、受尊重等議題之結果與健保局、衛生報導調查之結果相互接近，尤以醫療水準，在網路、交通的帶動下，配合低廉價格與高醫護團隊，增加民眾就醫的信賴。

Traditionally, the quality and price should be equal, Many people think that the cost reduction will lower the quality of products and services, medical services and individual health, however, are closely related, it’s a low degree of industry involvement, therefore the medical industry not only improve service quality, but also establish the hearts of hospitals in customer satisfaction and loyalty.
    In the hospital, doctors, nurses, patients and family members all belong to the hospital accompanied by the customer. This study is from the customer point of view to make an investigation on customers in the hospital consumption, inspection or treatment experiences. In order to learn about service quality and corporate image on customer satisfaction and loyalty relations, this study uses SPSS15.0 to get establishments of factor analysis, correlation analysis and regression analysis through questionnaires and recovery of 417 valid samples to find the dimensions of the key factors affecting. Its main findings are as follows:
1. In hospital service quality dimensions, the "Assurance" on customer satisfaction and loyalty have more positive effects. It demonstrates hospital staff expertise, skills can improve customer trust and reputation.
2. In hospital corporate image dimensions, the "Humanity" on customer satisfaction and loyalty have more positive effects. It demonstrates hospital staff have positive image of responsibilities and intentions, and so on, looking upon their health and equity as priority.
3. In this study, the results of medical standards, satisfaction, and respected are closed to the results from Central Health Insurance Department and Health Reports. In particular, medical standards are subject to certain. With low prices and high quality health care team, they increase the trust of the people for medical treatment under the Internet and transportation.

目錄
頁次
目錄 IV
表目錄 VI
圖目錄 VIII
第一節 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 3
第三節 研究觀念架構 5
第四節 研究假設與變數定義 6 
第五節 問卷設計 10
第六節 研究對象與資料蒐集 13
第七節 資料分析方法 17
第八節 信度分析 19
第九節 研究流程 20
            
第二章 台灣醫療產業之分析 21
第一節 台灣醫療產業簡介 21
第二節 醫院之經營特性 25

第三章 醫院之服務品質分析 30
第一節 服務品質之意涵分析 30
第二節 服務品質之實證調查分析 49

第四章 醫院之企業形象分析 52
第一節 企業形象之意涵分析 52
第二節 企業形象之實證調查分析 58

第五章 顧客滿意度分析 60
第一節 顧客滿意度之意涵分析 60
第二節 顧客滿意度實證調查分析 69

第六章 顧客忠誠度分析 70
第一節 顧客忠誠度之意涵分析 70
第二節 顧客忠誠度實證調查分析 77

第七章 實證結果與分析 78
第一節 因素分析 78
第二節 相關分析 82
第三節 醫院之服務品質對顧客滿意度之影響效果 85
第四節 醫院之企業形象對顧客滿意度之影響效果 87
第五節 顧客滿意度對顧客忠誠度之影響效果 88
第六節 醫院之服務品質對顧客忠誠度之影響效果 89
第七節 醫院之企業形象對顧客忠誠度之影響效果 90
第八節 中介效果之驗證 91
第九節 迴歸共線性檢驗 93

第八章 結論與建議 94
第一節 研究結論 96
第二節 管理意涵 100
第三節 研究貢獻 102
第四節 研究限制 103
第五節 後續研究與建議 104

參考文獻 105
中文部份 105
英文部份 108
網路部份 115

附錄一 就醫背景與人口統計 116
附錄二 研究問卷 120

表目錄
頁次
表 1-1 服務品質之問題設計 10
表 1-2 企業形象之問題設計 11
表 1-3 顧客滿意度之問題設計 11
表 1-4 顧客忠誠度之問題設計 12
表 1-5 問卷前測信度分析表 16
表 1-6 各研究構面之信度分析表 19
表 2-1 95年底人口總數、醫院醫事人員數、醫院家數 22
表 2-2 歷年醫院平均每日醫療服務量統計 23
表 2-3 歷年醫療設備數統計 23
表 3-1 服務的定義 31
表 3-2 各學者服務品質定義 33
表 3-3 SERVQUAL量表之構面與評量項目 41
表 3-4 各學者服務品質衡量構面 45
表 3-5 服務品質次數分配及平均數 49
表 4-1 企業形象定義 53
表 4-2 企業形象之衡量構面 54
表 4-3 企業形象次數分配及平均數 58
表 5-1 各學者對顧客滿意度之定義 61
表 5-2 顧客滿意度衡量構面 63
表 5-3 顧客滿意度次數分配及平均數 69
表 6-1 顧客忠誠度之定義 70
表 6-2 顧客忠誠度之衡量構面 72
表 6-3 顧客忠誠度次數分配及平均數 77
表 7-1 KMO與Bartlett球型檢定之結果 78
表 7-2 服務品質因素分析表 79
表 7-3 企業形象因素分析表 80
表 7-4 顧客滿意度因素分析表 81
表 7-5 顧客忠誠度因素分析表 81
表 7-6 相關係數的強度大小與意義對照表 82
表 7-7 研究變數與構面之Pearson相關分析 83
表 7-8 服務品質對顧客滿意度迴歸分析 85
表 7-9 企業形象對顧客滿意度迴歸分析 87
表 7-10 顧客滿意度對顧客忠誠度迴歸分析 88
表 7-11 服務品質對顧客忠誠度迴歸分析 89
表 7-12 企業形象對顧客忠誠度迴歸分析 90
表 7-13 服務品質對顧客滿意度和顧客忠誠度迴歸分析 91
表 7-14 顧客滿意度加入服務品質和顧客忠誠度之階層迴歸分析 91
表 7-15 企業形象對顧客滿意度和忠誠度迴歸分析 92
表 7-16 顧客滿意度加入企業形象和顧客忠誠度之階層迴歸分析 92
表 7-17 服務品質與企業形象對顧客滿意度、顧客忠誠度共線性診
        斷 93
表 7-18 顧客滿意度對顧客忠誠度共線性診斷 93
表 8-1  研究假設結果整理 94
表 8-2  關鍵影響因素 96

圖目錄
頁次
圖 1-1 觀念架構圖 5
圖 1-2 研究流程 20
圖 3-1 服務生產系統 30
圖 3-2 服務水準整合模式 34
圖 3-3 認知服務品質模式 35
圖 3-4 PZB服務品質的觀念性模式 37
圖 3-5 服務品質知覺連續帶 39
圖 3-6 SERVPERF模式 43
圖 3-7 影響顧客滿意度之因素 44
圖 4-1 企業形象的三構面 56
圖 5-1 顧客知覺服務品質和顧客滿意度 66
圖 5-2 Olson之品質模式圖 67

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