| 摘要: | 近年來我國高齡少子趨勢日益明顯，導致整體醫療支出增加，而醫療服機構為了降低衝擊也積極尋求轉型，本研究則以JIT與TQM策略觀點為基礎，分析民眾對醫療機構的知識管理與資訊搜尋態度，並更進一步以徑路分析與線性結構模式探討JIT與TQM策略對服務品質及品牌忠誠度之影響。實證結果顯示，民眾在就醫之服務品質方面，主要是以專業品質認同度最高，其次為社會責任與資訊內容，且影響服務品質主要關鍵因素為技術生產策略、領導力、經驗來源、持續改進與流程管理等；而影響品牌忠誠度則為持續改進、經驗來源、商業來源、專業品質與資訊面等構面，透過徑路分析檢定更可發現影響服務品質之總效果以全面品質管理(TQM)策略最大，影響品牌忠誠度之總效果以資訊搜尋最高。是故，期望醫療機構在TQM策略能投入更多的技術資源以提升服務品質，使民眾對醫療機構產生正面的認同感，藉此強化品牌忠誠度。
In recent years, the trends of decreasing fertility rates and population aging have become more obvious in Taiwan, and these concerns have led to increasing health care expenditures. To reduce the corresponding impacts, health care institutions have been actively sought for transition. From the perspectives of JIT and TQM strategies, this study analyzes the public’s attitude toward knowledge management and the information availability of health care institutions. Furthermore, this study adopts path analysis and a linear structural model to examine the impacts of JIT and TQM strategies on service quality and brand loyalty. Evidence suggests that, regarding the quality of health care services, people value professional quality most, followed by social responsibility and information provision. Key factors influencing the quality of health care services are technical production strategies, leadership, sources of experience, continuous improvement, and process management. Regarding brand loyalty, the influential factors cover several domains including continual improvement, sources of experience, business sources, professional quality, and information provision. Results of path analysis further indicate that TQM strategy is the most powerful factor affecting service quality, and information availability plays the most crucial role in affecting brand loyalty. Hence, this study recommends that health care institutions invest additional technical resources in TQM strategies to improve service quality and enhance people’s recognition, thus strengthening brand loyalty. |
