| Summary: | 碩士 === 嘉南藥理大學 === 醫務管理系 === 103 === The accessibility of medical health care is high when we gave credit to the Taiwan's National Health Insurance system. Due to highly competition, the medical industry has become end user-oriented. Western medicine and traditional Chinese medicine coexisted in the medical service system. When and how do people choose when they are in need is less likely to be discussed. Therefore, this study is aimed to investigate the factors affecting hospital choice and satisfaction after receiving medical treatment.
This study claims questionnaire from the outpatients of one traditional Chinese clinic and two Western clinics in Kaohsiung. A total of 500 questionnaires were distributed. There are 450 valid questionnaires. The percentage of effective questionnaire is 90%. The survey was conducted from March 1st til May 30th , 2015. SPSS statistical analysis software is used to perform data analysis.
The results are as follows：(1) There are significant differences in the image of the hospital, perceived value, perceived risk, brand equity, satisfaction and loyalty according to the different demographic variabilities of patients. (2) The perceived image of hospitals has significant positive effects on brand equity. (3) The perceived value has a positive impact on brand equity. (4) The perceived risk has no positive effect on brand equity. (5) The image of the hospital has a positive impact on satisfaction. (6) The perceived value has a positive effect on satisfaction. (7) There is no positive effect of perceived risk on satisfaction. (8) The image of the hospital has no positive effect on loyalty. (9) Perceived value has a positive impact on loyalty. (10) There is no positive impact of perceived risk on loyalty. (11) Brand equity has positive impact on satisfaction. (12) Satisfaction has a positive effect on loyalty.
We can establish a good brand image and get better customer satisfaction if there is better hospital image and perceived value. Loyalty to the medical institution is related to a steady income. It has been shown from previous literature that the higher the satisfaction, the higher the loyalty. This study has confirmed the same result.
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