| Summary: | 碩士 === 靜宜大學 === 管理碩士在職專班 === 100 === This research is to study and investigate the factors and cues that influence the first-visit out-patients in choosing their attending physicians. By this research, we could understand how the first-visit out-patients value and appreciate each influencing factors of the attending physicians, and how these factors affect and impact on the Patient Satisfaction, Revisiting Willingness and Endorsement Intention.
In this research, online-survey-method was utilized and total 230 valid questionnaires were collected. Collected data and information were documented and assorted by Excel to establish the raw data, then were analyzed by statistics software i.e. SPSS17.0 and LISREL8.7. SPSS was used to conduct Descriptive Statistics and Reliability Analysis, furthermore LISREL was utilized to conduct the test of goodness-of-fit for Measurement Model, Structure Model Analysis and Structural Equation Model between the eight Latent Variables in this research.
This research revealed and found that the first-visit out-patients emphasize the most importance of Physician “Experience”, and followed by Physician “Word of Mouth” and Physician “Awareness” in choosing their attending physicians. They also emphasize the importance of Physician Physical Attractiveness, Awareness and Word of Mouth on the aspects of Patient Satisfaction, Revisiting Willingness and Endorsement Intention. This study showed that there was significant positive correlation between Physician Service Attitude and Medical Ethic and Patient Satisfaction. Also there was significant positive correlation between Physician Physical Attractiveness and Patient Revisiting Willingness, there was significant correlation between Patient Satisfaction and Patient Revisiting Willingness and Endorsement Intention.
From this research, we can understand that the first-visit out-patients would choose their attending physician based on Service Attitude Word-of-Mouth and Medical Ethics Word-of-Mouth Transmission from others, and they could reach significantly better satisfaction in comparison with choosing their attending physician based on Medical Skill Word-of-Mouth. In addition, the physicians’ look and image of external appearance would make patients to feel good and interested, and thus improve patient willingness of revisit.
The result and conclusion of the research would be provided for the medical hospitals and institutions to improve their attending physicians who have only few outpatients. Therefore, the outpatients’ number and visit of attending physicians could be increased through the improvement of physician service attitude, upgrading of physical attractiveness and enhancement of positive media exposure and awareness.
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