| Summary: | 碩士 === 國立暨南國際大學 === 國際企業學系 === 94 === Abstract
Since 1995, Taiwan’s medical environment had changed greatly due to the enforcement of health (medical) insurance system. In the past, patients consumed what hospitals produced, but now medical supplies had become patient oriented. Previously, the patient’s satisfaction of medical quality had always been evaluated from the view of hospitals and not from the view of patients. Schmitt proposed a new concept “Experiential Marketing” in 1991. He thought the ultimate goal for any enterprise is to provide valuable experience. So this study discusses the relationship between medical quality experience and patient’s satisfaction on the basis of the concept - Experiential Marketing. From the experiential results generated from patients’ view on medical quality, hospitals are able to focus on the deficiencies in order to promote patients’ satisfaction.
After understanding the relationship, hospitals are able to emphasize what is valued by patients in medical services, and so, able to improve patients’ satisfaction. This study discusses the relationship based on the theory of Experiential Marketing. The research objects in this study are the hemodialysis patients receiving hemodialysis in one of local hospital in Nan-Tou County and in one of medical center in Tai-Chung City. The questionnaire is developed from the elements of Schmitt’s module, expert’s and patient’s ideas. In totally, there are 168 questionnaire delivered with 162 effective samples.
Findings and conclusions of this study:
(1).Among the ten medical quality factors, five are positively significant with regard to satisfaction. They are: Medical-Patient Communication factor in feeling experience , Web sites and Electronic Media factor , Doctor Caring factor, Nurse Caring factor in acting experience and Credit-Reputation factor in related experience.
(2).One factor - TV-Instrument factor in sensing experience - is negatively significant with regards to patients.
(3).The other four factors are non-related to patients’ satisfaction. They are Spatial-Environment factor, Meal-Music factor in sensing experience, Respect-Concerned factor in feeling experience, Free clinic- Lecture factor in related experience.
(4).The level of the hospital doesn’t affect the outcome of the influence of medical quality experience on patient’s satisfaction.
This study has some suggestions for the investigated hospitals.
(1).Within the investigated local hospitals, 17 items were present in relation to medical quality experience being less than the mean values. The hospital should quickly strengthen communication channel, the use and the design of Web sites and Electronic Media, and encourage medical staff on assisting patients actively.
(2).Within the investigated medical centers, 20 items were present in relation to the satisfaction level on medical quality experience being less than the mean values. The hospital should quickly strengthen communication channel, the use and the design of Web sites and Electronic Media, and provide more sets of TV and use of earphone to increase patient’s satisfaction.
Suggestions for further research:
(1). The study may be conducted on hemodialysis patients in private hospital or clinics.
(2). To conduct a cross area study, in which the results across different regions may be examined.
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