中文摘要
在全民健康保險制度中、在醫師養成率逐年上升中、在人口成長率逐年下降中，傳統的社區醫療診所在經營上受到持續的、快速的衝擊。 該如何保有社區醫療市場已成為各診所經營者在未來發展上首要的思考問題。
本研究蒐集與「認知價值、關係品質（信任、承諾、滿意度）及顧客維繫」的相關文獻，經過歸納、整理且運用主成分分析，從有效問卷的資料共篩選出六大構面動機：「體貼病患動機」、「滿意度動機」、「服務品質動機」、「病患成本動機」、「醫療服務動機」以及「基本生活動機」。
在統計分析過程中經由嚴謹的信度和效度分析來證明問卷之有效性及問卷是可被信賴的，這樣所分析出來的結果才能夠被採信。 而我們的結果指出，女性比男性更為注重在體貼病患動機，教育程度較高的醫療患者對於體貼病患動機和滿意度動機甚為強烈，青壯年這年齡層對於體貼病患動機和醫療服務動機的感受則是最為強烈的。
透過這些不同人口結構的統計分析，希望一般醫療診所能夠從病患偏好之中找到最適合診所發展特性的關鍵成功因素。

關鍵詞：認知價值，關係品質（信任、承諾、滿意度），顧客維繫

Abstract
Nowadays﹐clinics are facing much heavier pressure than ever before﹒ While under the National Health Insurance Program﹐clinics are also faced with a dramatic increase in rivalry and a steep decline in outpatient population； how to obtain a competitive advantage has become the priority of each clinic﹒
This study adopted literature reviews which focus on Relationship Quality（Trust、Commitment、Satisfaction）、Perceived Value and Customer Retention﹐which employed to evaluate the empirical data collected from the 199 valid questionnaire samples﹒“Considerate toward patients”、 “Patient satisfaction”、 “Service quality”、 “Cost effectiveness”、“Medical service”and “Basic living”are motives elicited from the data﹐and analyzed by using principal component analysis﹐validity analysis and reliability analysis﹒
The results are as follows﹒ “Considerate toward patients” motivation has an obvious positive effect on the females﹒ The education levels of outpatients has a correlation with “Considerate toward patients” and “Patient satisfaction” where the motivation constructs become stronger﹒ In addition﹐“Considerate toward patients” and “Medical service” motivations are correlated with the young adults﹒
With the multivariate demographic data for reference﹐sustainable actions can be incorporated into the strategy management process for community clinics﹒ The clinics can then possess key success factors from mastering outpatient preferences and clinic traits.

Keywords： Perceived Value﹐Relationship Quality（Trust、Commitment、Satisfaction）﹐
Customer Retention

目 錄
論文審定書••••••••••••••••••••••••••••••••••••••••••••••••i
誌謝詞••••••••••••••••••••••••••••••••••••••••••••••••ii
中文摘要••••••••••••••••••••••••••••••••••••••••••••••••iii
英文摘要••••••••••••••••••••••••••••••••••••••••••••••••iv
目錄…………………………………………….………………….…v
圖目錄…………………………………………….………………….…viii
表目錄…………………………………………….………………….…ix

第 一 章 緒論
第一節 研究背景與動機••••••••••••••••••••••••••••••1
第二節 研究目的••••••••••••••••••••••••••••••••••••2
第三節 研究流程••••••••••••••••••••••••••••••••••••3
第四節 論文綱要••••••••••••••••••••••••••••••••••••5
第二 章 文獻回顧
第一節 社區醫療產業現況與發展•••••••••••••••••••••••6
第二節 醫療服務品質•••••••••••••••••••••••7
第三節 認知價值•••••••••••••••••••••••••••••10
第四節 關係品質－滿意度、信任與承諾•••••••••••••••••14
第五節 顧客維繫•••••••••••••••••••••••••••••19
第六節 本章綜論••••••••••••••••••••••••••••••••••••21
第三章 研究設計
第一節 假說發展•••••••••••••••••••••••••••••••••••23
第二節 問卷編製•••••••••••••••••••••••••••••••••••26
第三節 研究對象•••••••••••••••••••••••••••••••••••28
第四節 資料分析方法••••••••••••••••••••••••••••••••28
第四章 分析與討論
第一節 顧客人口統計資料與病人偏好概況••••••••••••••33
第二節 因素分析••••••••••••••••••••••••••••••••••••35
第三節 人口統計變數對各變項差異性之分析••••••••••••46
第四節 小 結•••••••••••••••••••••••••••••••••••••••57
第五章 研究結論與建議
第一節 研究結論••••••••••••••••••••••••••••••••••••59
第二節 研究限制••••••••••••••••••••••••••••••••••••59
第三節 研究建議••••••••••••••••••••••••••••••••••••61
參考文獻
(一) 中文文獻•••••••••••••••••••••••••••••••••••••63
(二) 英文文獻•••••••••••••••••••••••••••••••••••••64
(三) 網路文獻•••••••••••••••••••••••••••••••••••••77
附 錄 •••••••••••••••••••••••••••••••••••••••••••••••••78

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