| Summary: | 碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理研究所 === 104 === Abstract
Along with social progress, the residents’ attitudes and medical treatment behaviors have gradually changed due to the high service quality of Chinese and Western medical healthcare. Since Chinese medical healthcare had been included in Health Insurance policy, the medical treatment has become pluralistic situations for residents, who demand precise medical care, such as comfortable medical environment, advanced medical equipment, as well as good service quality and friendly service attitude. The research was conducted towards the patients who has been under Chinese Medicine treatment in the recent three months and the patients of The Department of Traditional Chinese Medicine of Kaohsiung Medical University Chung-Ho Memorial Hospital,Kaohsiung Municipal Chinese Medical Hospital, Ma-Kuang Chinese Medical Hospital Fung-Shan/Pintong branches. The purpose of the study aims to examine the relationships among patients’ medical motivation, satisfaction, loyalty, and perception of Chinese medical treatment, hoping that the results can be helpful for Chinese medical service management. The subjects for the study are the patients of Chinese medical hospitals. A total of 470 questionnaires were distributed, among which 458 valid questionnaires were collected. The methods used for data analysis are descriptive statistical analysis, item analysis, reliability analysis, independent samples t-test, ANOVA analysis and regression analysis.
The findings indicate that the dimension of “social psychology” reaches the highest mean value, while the “economic factors” is with the lowest mean value in patients’ motivation. As for patients’ satisfaction, the dimension of “service” reaches the highest mean value, while the “product” is with the lowest mean value, showing that patients’ attitude towards Chinese medical treatment is not about the price but the effectiveness and the safety. In respect to patients’ loyalty, the dimension of “recommendation” reaches the highest mean value, while the “seeing the doctor again” is with the lowest mean value. As for patients’ perception, the dimension of “equipment” reaches the highest mean value, while the “object and function” is with the lowest mean value, showing that general patients’ perception about Chinese medical treatment is quite vague. The objective of the study is to realize patients’ perception, satisfaction, loyalty, motivation in Chinese medical treatment from patients’ perspectives, providing a base for those who intend to manage between patients and Chinese medical organizations.
Keywords: perception of Chinese medical treatment, medical motivation, satisfaction, loyalty, Chinese medicine
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