目標：本研究以服務品質、醫院形象、知覺價值與關係品質等各因素之關聯，探討其影響醫療顧客(病患)自發行為之結果。方法：調查對象為屏東某教學醫院的門診病患，採用SPSS 12.0 及AMOS 統計軟體進行結構方程模式(SEM)統計分析。結果：醫院形象對於顧客自發行為有最大的影響效果(β=0.90)；其次為關係品質(β=0.84)。服務品質與知覺價值對於顧客自發行為亦有間接影響效果。結論：藉由本研究結果可以協助醫療機構瞭解病患的需求，及醫療市場的趨勢，以發展其獨特的核心競爭力及市場定位，並且作為醫院經營管理策略的參考指標。

Objectives: This research, performed by questionnaire, studies
interactions between perceived quality of service, hospital image, perceived value for money, and quality of staff-patient relationships. It investigates factors which influence the voluntary choices made by patients, seen as "medical customers". Methods: The subjects responding to our questionnaire were the outpatients of a teaching hospital in Pintung.Statistical analysis of the responses to the questionnaire was performed using SPSS 10.5 and AMOS. Results: Hospital image had the greatest positive effect on customer choice (β=0.90); followed by the quality of patient staff relationships having a positive effect on customer choice (β=0.84). Perceived quality of service had a positive effect on hospital image. Perceived value for money had a positive effect on the quality of patient-staff relationships. Hospital image had a positive effect on perceived value for money. Conclusions: Research into the interaction between these variables can help our understanding of the hospital as a market competitor. It may help in the development of appropriate core competencies in a context of market orientation. An understanding of the patient in terms of these constructs will also help
future hospital management strategy.