| Summary: | 碩士 === 國立東華大學 === 高階經營管理碩士在職專班 === 95 === In highly competitive medical industry, equipped with much ascendancy, like medical canters, still need to create differential core competences and the strategies of marketing for everlasting development. This major purpose of this study is to search for the relationships among five concepts, such as service quality, health care access, hospital image, perceived value, and to seek the influential elements of outpatients’ voluntary performance, lifestyle and demographic are also used as control variances. The study is aimed to assist hospital managers to interpret the demand of medical environment and market orientation, and to implement punctual marketing strategies in the competitive medical care environment.
The object of questionnaire is the outpatients of two medical centers in Taipei city, which the capacity and the scale of equipments are equal. 700 questionnaires were sent out and 442 effective ones were collected after screening. The SPSS 13.0 and AMOS 5.0 are applied to execute statistics analysis. The main findings of this study are as follow:
（1）Generally speaking, the overall model fit is acceptable, it means the whole theory model of this study completes the standard of the fit test. In addition, this empirical result supports the relationships among five concepts.
（2）The influential relationship among service quality, health care access, hospital image and perceived value on outpatient’s voluntary performance. For the total effect, service quality (0.73) is the most important factor that positively effect the outpatient’s voluntary performance in the entire model. The second factor is hospital image (0.71), perceived value (0.48) only lead a positive effect on outpatient’s voluntary performance. The effect of health care access (0.274) is not remarkable.
（3）This research also finds that the evaluation of outpatients for service tangible is low; As for the evaluation for health care access, accommodation is the most important; for hospital image, quality and reputation of physician and medical care are crucial; the evaluation for perceived value, emotional reaction is the most important factor; as for the evaluation for outpatient’s voluntary performance, loyalty behavior is the most important factor.
（4）Identified by the past references, service quality and health care access have remarkable relationship with outpatient’s voluntary performance. However, the result of this study does not match with the past information. It probably has other variances that affect the results. It is strongly recommended the subsequent researchers would go further for a better inference.
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