隨著醫療產業的發展及競爭，醫療服務品質已成為醫療產業競爭的重要關鍵因素，全民健 康保險自1995年3月1日開辦以來，使得全國民眾健康福利大幅提升，就醫民眾只需負擔少量且 固定的保險費用，便可依自由意志選擇任一家醫院購買醫療服務；但就醫院的角度而言，此時 醫療產業卻面臨極大的衝撃，醫院為了因應生存、激烈競爭、吸引消費者，被迫在服務的有效 性及品質中競爭，「醫療服務品質」在醫療服務領域，已成為不可忽視的競爭因素及核心競爭 力。 本研究聚焦於確認醫療服務品質各項要素間的相對重要性，透由聯合分析法確認PZB服務 品質要素的重要性，提供醫療院所在經營過程中所需具備的要素。本研究另一目的，在於了解 消費者對於醫療院所所提供的實際服務，與其所期望的服務要素之間差距所在，藉由重要表現 分析法彙製IPA管理矩陣圖，以提供醫院管理者未來著手醫療服務品質改善管理重要的參考依 據。 根據聯合分析法的結果發現，病人選擇就醫醫療院所所考慮的服務品質因素之優先順序， 排名第一名是可靠性；第二名是確實性，第三名是回應性 ，第四名是關懷性，第五名是有形 性。根據重要表現分析法的結果發現，回應性與確實性是落於分析圖的第 (I) 象限區內，即為 重要性高、表現性低之加強焦點區域，醫院必須將可支配的資源投入這二個要素中，以取得就 醫病人對醫院的相對信賴。關懷性，是落於分析圖的第 (III) 象限區重要性低、表現性低，義 即為改善順序較低。有形性，落於分析圖的第 (IV) 象限區內，是相對的低度重要；醫院管理 者應減少投入資源在有形性這項因素上，以免造成資源的過度浪費，且未必能符合醫療消費者 的期望與認知；可靠性，是落於分析圖的第 (II) 象限區內，即為是重要性高、表現性高之繼 續保持區，此要素是為醫療院所經營成功之關鍵因素，應繼續保持、並加強宣導。

With the development and competition of health care industry, health care service quality has become the important factor of the competition in health care industry. Since the launching of the National Health Insurance on March 1, 1995, national public health and welfare have been significantly improved, and people only have to pay a small and fixed amount of premium, they can select a hospital to purchase health care service whenever they need to go to a doctor. Bur for the hospitals, the health care industry is facing great challenges. The hospitals are forced to compete in terms of effectiveness and quality of their services in order to survive, respond to fierce competition and attract consumers. Therefore, in the field of health care, “health care service quality” has become an undeniable competitive factor and core competence. This study aimed at verifying the relative importance of each factor of health care service quality. According to PZB model of Service Quality and through conjoint analysis, the importance of each factor of PZB service quality was verified in order to provide hospitals with the elements necessary for the course of their operations. Besides, this study also aimed at understanding the differences between the real services actually offered by the hospitals and the ones expected by the consumers. Through the analysis of important performance, the IPA matrix of management was worked out in order to provide the managers of hospitals with important references for their improvement management of health care service quality in the future. According to the result of conjoint analysis, we find that when patients select a hospital for medical treatment, their priority in respect of service quality is reliability, credibility, responsiveness, empathy and then visibility. According to the result of analysis of important performance, we find that responsiveness and credibility are located in the 1st quadrant, and it is the point area of high importance and low performance and needs to be strengthened, that is, hospitals need to put the available resources into these two factors to obtain the patients’ reliance on the hospitals. Empathy is located in the 3rd quadrant of the analysis diagram, the area of low importance and low performance, that is, its importance of improvement is lower. Visibility is located in the 4th quadrant that means its importance is relatively lower and the managers of hospitals should decrease the resources invested in this factor of visibility to avoid excessive waste of resources because it may not meet the medical consumers’ expectations and awareness. Reliability is located in the 2nd quadrant, and it is the area of high importance and high performance and needs to be maintained, that is, this factor is the key factor that allows the hospitals to keep a successful business so that it needs to be maintained and further advocated