Department of Ophthalmology, Kaohsiung Medical University, Kaohsiung, Taiwan.
BMC Health Serv Res. 2013 Jan 16;13:22. doi: 10.1186/1472-6963-13-22.
Interaction between service provider and customer is the primary core of service businesses of different natures, and the influence of trust on service quality and customer satisfaction could not be ignored in interpersonal-based service encounters. However, lack of existing literature on the correlation between service quality, patient trust, and satisfaction from the prospect of interpersonal-based medical service encounters has created a research gap in previous studies. Therefore, this study attempts to bridge such a gap with an evidence-based practice study.
We adopted a cross-sectional design using a questionnaire survey of outpatients in seven medical centers of Taiwan. Three hundred and fifty copies of questionnaire were distributed, and 285 valid copies were retrieved, with a valid response rate of 81.43%. The SPSS 14.0 and AMOS 14.0 (structural equation modeling) statistical software packages were used for analysis. Structural equation modeling clarifies the extent of relationships between variables as well as the chain of cause and effect. Restated, SEM results do not merely show empirical relationships between variables when defining the practical situation. For this reason, SEM was used to test the hypotheses.
Perception of interpersonal-based medical service encounters positively influences service quality and patient satisfaction. Perception of service quality among patients positively influences their trust. Perception of trust among patients positively influences their satisfaction.
According to the findings, as interpersonal-based medical service encounters will positively influence service quality and patient satisfaction, and the differences for patients' perceptions of the professional skill and communication attitude of personnel in interpersonal-based medical service encounters will influence patients' overall satisfaction in two ways: (A) interpersonal-based medical service encounter directly affects patient satisfaction, which represents a direct effect; and (B) service quality and patient trust are used as intervening variables to affect patient satisfaction, which represents an indirect effect. Due to differences in the scale, resources and costs among medical institutions of different levels, it is a most urgent and concerning issue of how to control customers' demands and preferences and adopt correct marketing concepts under the circumstances of intense competition in order to satisfy the public and build up a competitive edge for medical institutions.
服务提供商与客户之间的互动是不同性质服务业务的核心，在基于人际的服务接触中，信任对服务质量和客户满意度的影响不容忽视。然而，由于缺乏基于人际的医疗服务接触视角下的服务质量、患者信任和满意度之间相关性的现有文献，以往的研究存在研究空白。因此，本研究试图通过循证实践研究来填补这一空白。
我们采用横断面设计，使用台湾七家医疗中心的门诊患者问卷调查。共发放 350 份问卷，回收 285 份有效问卷，有效回收率为 81.43%。采用 SPSS 14.0 和 AMOS 14.0（结构方程模型）统计软件包进行分析。结构方程模型阐明了变量之间关系的程度以及因果关系的链条。换句话说，SEM 结果不仅在定义实际情况时显示变量之间的经验关系。出于这个原因，使用 SEM 来检验假设。
基于人际的医疗服务接触感知正向影响服务质量和患者满意度。患者对服务质量的感知正向影响他们的信任。患者对信任的感知正向影响他们的满意度。
根据研究结果，基于人际的医疗服务接触将积极影响服务质量和患者满意度，并且患者对人际医疗服务接触中人员专业技能和沟通态度的感知差异将通过两种方式影响患者的整体满意度：（A）人际医疗服务接触直接影响患者满意度，这是直接影响；（B）服务质量和患者信任作为中介变量影响患者满意度，这是间接影响。由于不同级别医疗机构在规模、资源和成本方面存在差异，如何在竞争激烈的情况下控制客户的需求和偏好，采用正确的营销理念，满足公众需求，为医疗机构建立竞争优势，是当前最紧迫和最关注的问题。
