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Rehabilitation Practice and Science

Translated Title

以體驗行銷觀點探討復健科醫病關係品質、滿意度與忠誠度關聯性之實證研究

Abstract

Objective: The purpose of the study was to use experiential marketing to explore the relationship among physician-patient relationship quality, satisfaction, and loyalty in a department of rehabilitation. Methods: A cross-sectional study was conducted. The study subjects were patients of rehabilitation department recruited from a regional hospital in Northern Taiwan using a convenient sampling strategy. A structured questionnaire was applied for data collection; the valid response rate of 190 distributed questionnaires was 96.31%. The statistical analysis methods utilized in the present study included descriptive analysis, one-way ANOVA, Pearson correlation analysis, and regression analysis. Results: The results indicated that age and occupation were significantly different in the context of patient loyalty (p＜0.05). Experiential marketing had a significantly positive correlation with physician-patient relationship quality, satisfaction, and loyalty (p＜0.05). Regression analysis showed the relationship of experiential marketing and physician-patient relationship quality corresponding to loyalty were mediated by satisfaction. Conclusion: The results of the present research are not definitive; these findings can serve as a reference for future research on similar themes. The managers of medical institutions may consider these findings while formulating practical proposals.

Language

Traditional Chinese

First Page

43

Last Page

52

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