| Summary: | 碩士 === 亞洲大學 === 經營管理研究所 === 94 === In recent years, due to the increased public demands on high quality medical treatment and easier medical service accessibility, the medical industry faces changing in strategies in order to meet the customer-oriented trend. The budget on public dental health system has motivated dental clinics to adopt a corporate or an alliance strategy to achieve economic scale and invested heavily on equipment and decoration to create a high-class atmosphere that exceeds the expectation of the patient.
This research is conducted as a case study on direct chain clinics in middle Taiwan. Survey questionnaires were filled out by patients at the subject clinics in order to understand the image of the clinic based on patients’ perceived attitude and recognition of the clinic.
The conclusions are as follows: Patients with different kind of treatment needs showed no significant difference on “medical quality”, “service quality”, “physical equipment” and “location”. Self funded patients showed highest satisfaction on “product”, “price” and “organization”. Patients with symptomatic treatments showed highest satisfaction on “time management”. Patients for routine check-ups showed higher satisfaction on the “environment”. The purpose of attending the clinic is positively correlated with the patients’ age, education level and monthly income. The frequency of medical usage is correlated with monthly income. Factors of choosing to come to the clinics are significantly corrected with the patients’ age, education level and occupation. //a
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