牙醫業醫療服務品質效能之評估模式探討

本研究以台中市12間牙醫診所為對象，採用SERVQUAL的服務品質量表，調查病患經醫療服務後，對診所之知覺服務品質及忠誠度，以了解病患知覺服務品質對忠誠度之影響；並透過資料包絡分析法(data envelopment analysis, DEA)評估各診所之相對服務品質效能，同時提供效能不佳之診所應改善之方向及幅度，藉以提升診所之病患忠誠度。抽樣人數1200人，回收有效問卷635份，回收率52.9%。研究結果發現，服務品質量表中有形性、可靠度、保證性及體貼度四個構面對病患忠誠度有正向之顯著影響，顯示診所可藉由服務品質之改善來提升病患忠誠度。經DEA模式之效能評估結果顯示，第2間及第6間診所為有效能診所，其餘為無效能診所，其中以第8間診所效能0.956為最低。採用區間資料之DEA評估模式計算各診所之最佳及最差效能，以了解各診所服務品質效能的可能範圍；經1000次模擬計算所得到之各診所平均服務品質效能，結果發現：以均勻分佈假設下第2間診所有效能次數達996次為最高、第6間診所有效能次數達770次次之，而第8間診所有效能次數僅22次為最差；以常態分佈假設下第2間診所有效能次數達954次為最高、第6間診所有效能次數達904次次之，而第8間診所效能次數僅18次為最差。 以DEA模式評估12家牙醫診所之相對服務品質效能、提供各診所改善方案；對於隨機資料之評估，以隨機變數模擬計算之結果更具有完全排序之參考價值。本評估模式可擴及連鎖經營牙醫業者、整體牙醫業及其它服務業，提供服務品質品評估及改善之工具，進而提升顧客忠誠度，為企業永續經營提供有效之資訊。

In this study, 12 dental clinics in Taichung as the objects, and we adopt the quality of serviceusing (SERVQUAL) scale to investigate patients’ perceived service quality and loyalty of clinic after the medical services. In order to understand the perceived service quality impact on loyalty . Data envelopment analysis (DEA) assess the relative quality of service performance between clinics, and provide the improving direction and range for the clinic with poor performance.Sample size 1200, 635 valid questionnaires were returned 52.9%. The results showed that service quality scale has a positive significant effect in tangibles, reliability, assurance and fitness degree to improve patient loyalty degrees. The evaluation results of DEA model performance show that the second and the 6th clinics are effective, the rest are ineffectiveclinics, and the 8th with efficiency of 0.956 is the lowest one. Using interval data of DEA evaluation model to calculate the best and the worst performance clinics, in order to understand the possible scope of service quality performance; by 1000 simulations of each clinic to evaluate an average quality of service performance. We found that under the assuming of uniform distribution, the second clinic was the highest with 996 times of availability, the 6 th clinic was up to 770 times, and the 8th was the worest with only 22 times; to the normal distribution, the second clinic reached 954 times as the highest, the 6 th as the second with 904 times, and the 8 th clinic was only 18 times as the worst.With DEA model to assess the relative service quality performance of 12 dental clinics, providing the program for clinics to improve; for assessing the random data, simulation of random variables are more of consulting value with complete sequencing . The assessment model can be extended to chain dental industry, dental industry and other services overall, the quality of service assessment and improvement tools for products enhanced customer loyalty, to provide effective information for business continuity.