醫療提供者面臨嚴峻的競爭環境，如何提升病患的忠誠度是廣受討論的議題。過去研究強調「醫療服務品質」及「醫病關係」助於提升病患的忠誠度，較少提及「企業社會責任」、「醫院形象」、「環境氣氛」之關鍵因素，本研究針對此進一步探討。
　　本研究採用質性研究深入訪談法，訪談數位至診所就醫的病患，以及診所執行長一名，經綜合分析、歸納訪談資料後，發展出四項命題如下：
命題一：良好的醫病關係，對於醫院形象有正向的影響，助於病患忠誠度的提升。
命題二：良好的醫病關係，對於環境氣氛有正向的影響，助於病患忠誠度的提升。
命題三：良好的醫療服務品質，對於醫院形象有正向的影響，助於病患忠誠度提升。
命題四：企業社會責任對於醫院形象有正向的影響，助於病患忠誠度的提升。

Health care providers face severe competitive environment, how to enhance patient loyalty is widely discussed topic. Previous studies emphasize "quality of medical services " and "doctor-patient relationship" that will help enhance patient loyalty. Fewer studies stated that "corporate social responsibility", "image of the hospital," and "atmosphere" could be the key factors for the further exploration.
This study uses qualitative research. The researcher interviews patients in the clinic and as well as a clinic chief executive. After interviews, the researcher uses comprehensive analysis to develop four propositions as follows:

Proposition One: Good doctor-patient relationship has a positive impact on the image of hospitals, which will enhance patient loyalty.
Proposition Two: Good doctor-patient relationship has a positive on the atmosphere, which will enhance patient loyalty.
Proposition Three: Good quality of medical services has a positive impact on the image, which will enhance patient loyalty.
Proposition Four: CSR has a positive impact on the image of the hospital, which will enhance patient loyalty.

論文審定書 i
摘　要 ii
Abstract iii
圖　次 vi
表　次 vii
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 2
第三節　研究對象 2
第四節　研究方法與流程 2
第二章　文獻探討 3
第一節　醫病關係 3
第二節　醫療服務品質 8
第三節　企業社會責任 11
第四節　醫院形象 14
第五節　環境氣氛 17
第六節　病患忠誠度 20
第三章　研究設計 22
第一節　研究流程 22
第二節　研究架構 23
第三節　研究方法 24
第四節　研究工具 25
第五節　研究對象 27
第四章　個案綜合分析與命題發展 28
第一節　醫病關係 28
第二節　醫療服務品質 37
第三節　企業社會責任 41
第五章　結論與限制 44
第一節　研究結論 44
第二節　研究限制 47
參考文獻 48
中文參考文獻 48
英文參考文獻 49
附錄一、個案深入訪談 52
附錄二、業主深入訪談 64

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