醫療產業之企業形象、品牌知名度與醫療服務品質對病患就診意願之探討：以北部某婦幼診所為例

我國近30年來新生兒人數屢創新低，截至民國112年已降至一年135,571人 (內政部主計處，2024)。在少子化的影響下，婦幼診所面臨空前挑戰。近年來，醫療環境快速改變，國人知識水準提升，以顧客為導向的經營理念迅速萌芽，許多醫療機構紛紛將品牌行銷概念運用在產業中。本研究旨在調查民眾對於企業形象、品牌知名度、醫療服務品質與就診意願之影響，並以某連鎖婦幼診所為例，藉由問卷調查及SPSS統計軟體分析探討不同變項間的關聯性。有效問卷212份，結果分析顯示企業形象對就診意願具顯著正向關係與影響；品牌知名度對就診意願具顯著正向關係與影響；醫療服務品質對就診意願具顯著正向關係與影響；企業形象、品牌知名度、醫療服務品質對就診意願具顯著正向關係與影響。

In the past 30 years, the newborns in our country has repeatedly hit new lows-only 135,571 newborns were born in 2023. Under the influence of declining birth rates, maternal and child clinics are facing unprecedented challenges. In recent years, the medical environment has rapidly changed. The customer-oriented business philosophy has rapidly emerged, and many medical institutions have applied brand marketing concepts to the industry.The objective of this thesis is to investigate the influence of corporate image, brand awareness, medical service quality, and willingness to see a doctor, this research takes a certain chain of obstetrics, gynecology and child health clinics as an example. Through questionnaire surveys and analysis using the SPSS statistical software, this study explores the correlations between different variables. A total of 212 valid questionnaires were collected, and the results indicate that corporate image has a positive and significant impact on the willingness to see a doctor; brand awareness has a positive and significant impact on the willingness to see a doctor; medical service quality also has a positive and significant impact on the willingness to see a doctor. Furthermore, corporate image, brand awareness, and medical service quality have a positive and significant impact on the willingness to see a doctor.