緊急救護服務體驗包含著一系列的互動與接觸，這些接觸如能加以管理，必能滿足傷、病患的需要及改善緊急救護服務之品質；由緊急救護服務接觸之體驗觀點出發，有助於讓吾人瞭解，緊急救護服務接觸體驗中，救護人員的表現與病人的反應；進而導引民眾觀察救護人員的行為表現，協助民眾對緊急救護服務品質之評估與認知，同時也可提醒救護單位與救護人員，提昇服務品質之要領，除了技術層面之加強外，民眾的期待與知覺感受也不容忽視。
由緊急救護之個案中發現，多數緊急救護糾紛是因雙方溝通不良所導致的，而雙方之關係緊張又往往因傷病患或其家屬不知或不瞭解緊急救護服務之真諦，在各自所認知的價值偏好下自以為是，使期待需求與知覺需求差異加大，致產生糾紛。
本研究先進行重要事例調查，共蒐集自高雄巿政府消防局42位資深救護人員所提供之滿意事例31件、不滿意事例23件進行質性分析，歸納出影響民眾滿意或不滿意之因素有：服務態度、救護專業技能、溝通能力、額外提供服務、配合病人要求、救護裝備及救援時間等因素，再依所得之各項因素並參考相關文獻探討進行民眾問卷設計、問卷修正與測試、民眾問卷調查等，最後分析民眾問卷調查結果，以瞭解救護服務接觸體驗之各項因子與民眾口碑反應間之關係。
本研究安排工讀生進行街頭問卷與回收，計發出問卷1,060份，回收928份，其中有效問卷781份、無效問卷147份，針對781份有效問卷運用SPSS軟體進行信度分析、因素分析、t-檢定、變異數分析及迴歸分析等統計方法，篩選出影響民眾口碑反應之相關因子(相關值)分別為：救護人員的服裝儀容(0.236)、服務態度(0.254)、急救技術(0.351)，一般救護裝備(0.243)、專業救護裝備(0.214)與救援時間(0.261)等。
經迴歸分析，結果指出：服務體驗的「急救技術」、「專業裝備」及「一般裝備」等三項因素可以解釋「口碑反應」13.5%的變異，變異數分析達顯著水準，顯示以服務體驗的「急救技術」、「專業裝備」及「一般裝備」等三項因素預測「口碑反應」的認同程度，具有13.5%的解釋力，F值38.536，P＝0.000，顯示該解釋力具有統計的意義。
結論：在政府有限的財政支出下，欲提高民眾正面的口碑反應，首應加強救護人員的急救技術，依次購置專業急救裝備與購置一般急救裝備。

As the pre-hospital emergency medical service experienced a series of interactions, so they should be well-managed to improve the needs of patients and the quality of pre-hospital EMS. Based on the approaches of service encounter, we can further understand and guide the performance of EMT and the reactions from patients. Especially besides the technical aspect, we expected that the quality of pre-hospital EMS and the evaluation made by general people will be also emphasized.
We can see that partly EMS disputive events were happened because there are some communication problems between EMT and family members. And the communication problems were almost originated from the mutual mis -understanding and self-servicing biases. The anticipation and consciousness demand difference enlarges, causes to have the dispute.
The research first carries on the important instance to investigate, collect 42 senior EMT from Kaohsiung city government fire department, to provide satisfaction events 31, not satisfactory events 23 carry on the nature analysis. The reasons of satisfy or dissatisfy includes: The service attitude, rescues the specialized skill, the communication ability, extra provides the service, coordinates the patient demand, rescues factor and so on equipment and rescue time. Then depends on the obtained each factor and the reference correlation literature discussion carries on the populace to ask the volume design, asks the volume revision and the test, the populace questionnaire survey and so on. Finally analyzes the populace to ask the volume adjusts the result, to have rescued the service contact experience each factor and the populace oral traditions response relations.
The research arranges part-time workers carries on the street corner to ask the volume and the recycling, total sends out 1060, recycles 928, effectively asked volume 781, invalid ask volume 147. In view of 781 effectively asked the volume carries on a letter analysis using the SPSS software, the factor analysis, the t-test, variance statistical method and so on and regression analysis. Screens affects populace oral traditions to be supposed the multiple coefficient of correlation (correlative value) respectively is: Rescues the personnel the clothing correct manners discipline (0.236), the service attitude(0.254), the first aid technology (0.351), generally rescues the equipment (0.243), the specialty rescues the equipment (0.214) and the rescue time (0.261)and so on. After regression analysis, by factor forecast (first aid technology, specialized equipment, general equipment) oral traditions response result: R2　　＝0.137, the F test reaches extremely reveals the standard.
Conclusion：Under the government limited expenditure, wants to enhance the populace positive oral traditions to respond that, first should strengthen rescues the personnel the first aid technology, purchases the specialized first aid equipment and the general equipment in turn.

表目錄 7
圖目錄 9
第一章　緒論 10
第一節 研究背景 10
第二節 研究動機 11
第三節 研究目的 12
第四節 研究範圍與限制（對象） 13
第五節 研究流程 13
第二章 文獻回顧與探討 16
第一節 高雄巿緊急救護服務概況 16
第二節 體驗行銷 24
第三節 服務接觸體驗 30
第四節 口碑反應 38
第五節 服務體驗與口碑反應間之關係 40
第三章 研究方法 41
第一節 研究架構 41
第二節 研究假設 43
第三節 重要事例調查 43
第四節 民眾問卷設計 48
第五節 問卷樣本 56
第六節 問卷信效度分析 57
第四章 研究結果與討論 66
第一節 重要事例定性分析 66
第二節 救護人員的服務接觸評估分析 72
第三節 民眾的服務接觸評估分析 76
第四節 服務接觸體驗與口碑反應 90
第五章 結論與建議 94
第一節 結論 94
第二節 建議 96
第三節 未來研究議題 96
參考文獻 98
附錄 103

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