EXPLORING THE DECISION-MAKING BEHAVIOUR IN MEDICAL SERVICE ENCOUNTER- EXAMPLE OF GENERAL MEDICINE AND GYNAECOLOGY IN TAIWAN

摘要

This study takes "service encounter" as the subject, trying to describe how the process of service encounter would affect customers' satisfaction with use of "Service Encounter Evaluation Model." According to results of empirical analysis, hospitals show a rising trend in medical care income after improving service quality and enhancing customer satisfaction. Consequently, improving medical service quality and enhancing customer satisfaction has made a win-win situation for both the hospitals and the patients. We found that the greatest positive impact on overall treatment satisfaction resulted from rises in satisfaction with medical professionals.