| Summary: | 碩士 === 國立高雄大學 === 亞太工商管理學系碩士班 === 104 === This study discussed the influences of doctors’ service attitude, medical skills, medical ethics on their reputation from the perspective of hospital staffs, including nurses, medical professionals and administrative specialists. In particular, it aims to explore whether doctors’good reputation will enhance the staffs’ willingness to spread positive things about their hospital.
The research used the questionnaire survey procedure, and total 296 valid questionnaires were collected. Data and information were analyzed by statistics software such as SPSS22.0 and AMOS. Several types of analyses were done in this research including descriptive statistics and reliability analysis, goodness-of-fit for measurement model, structure model analysis and structural equation model between the latent variables. Evidences suggest that doctors’ reputation is related to their service attitude, medical skills and medical ethics. Among them, the medical skill is the most influential factor, followed by service attitude and medical ethics. One of implications based on this research is that employees’ positive word of mouth would improve hospital good image and consequently enhance the confidence of patients in hospitals and identity. For hospital management such spread of positive word of mouth can be helpful in achieving sustainable development.
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