| Summary: | 碩士 === 國立東華大學 === 國際企業學系 === 100 === This research is to discuss the impact factors for patients and their family members selecting hospital in Hualien. To know how the Buddhist TZU CHI General Hospital makes the correct business strategy decisions in the barren environment. To know what mechanisms the patients and their family members are through and willing to entrust the hospital medical services. To know if the patients will go to the hospitals even they do not know the hospitals and doctors well. This research refers to the relevant literature to select perceived quality, market maven, customer commitment, word-of-mouth, behavioral intentions, and quality of experience as the research variables. The patients in Buddhist TZU CHI General Hospital are the research samples, and the questionnaire survey is used in this research to investigate the relationship between the relationship marketing and trust and loyalty. The data analysis results are as following: 1. Perceived quality is important for patients and follows by market maven, customer commitment, word-of-mouth, behavioral intentions, and quality of experience. 2. Behavioral intentions will positive affect word-of-mouth. 3. With higher quality of experience, medical treatment options will have positive affect on behavioral intentions. 4. Patients with higher quality of experience will be beyond the perceived quality. 5. Higher customer commitments will positive affect word-of-mouth. 6. Perceived quality and customer commitment will positive interaction word-of-mouth. 7. The formation of market maven will affect the perceived quality and customer commitment.
Based on the findings to provide some suggestions:
1.To enhance the health education and interactive in the communities: the health care workers go into the communities through the patient instructions to make the relationship between the public and the hospital get closer to improve the reputation in the market that makes the public has positive perceive quality.
2.To strengthen and create the public activities: to corporate with government agencies to hold various activities to improve the hospital reputation and word-of-mouth and to foster market experts who are willing to share reputation with others.
3.To respect different market segments and develop the customized marketing strategy: no matter the population with different characteristics, the hospital should strengthen and improve the customized marketing strategies.
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