因台灣醫療環境改變，加上近年健保逐漸出現收支不平衡的狀況，造成醫院對於醫療費用管控嚴格，醫院多以增加自費醫療來因應自費醫療的廠商眾多，而醫師仍是醫院的醫療與自費產品選擇的主要決策對象之一。本研究的目的是以醫師的角度來探討醫師對於自費產品的認知價值、關係品質對顧客忠誠度的影響。本研究採用問卷調查法，以使用過研究個案公司自費產品的外科醫師為研究對象，共回收有效問卷60份。資料分析結果驗證醫師對於自費醫材的認知價值會正向影響關係品質(滿意度、信任、與承諾)，資料分析結果也顯示關係品質對顧客忠誠度具有顯著影響。由此結果可以看出使用自費產品的醫師首重服務品質，提供良好服務後才會鞏固公司商譽，若公司產品有好的行為價格與情感回饋，進而可以增加醫師滿意度及信任度，產品服務員與顧客能維持良好互動，並遵守彼此承諾，可以提升醫師對公司的忠誠度。
Because of the changes in Taiwan’s medical environment and the expenditure of Taiwan’s National Health Insurance outpacing its revenue, hospitals have implemented stricter control over medical expenses. Many hospitals have also increased their self-paid medical care in response to the rise in self-paid pharmaceutical companies. As physicians are still one of the primary decision-makers for the choice of medical care and self-paid products, this study aims to explore the effects of perceived value and relationship quality on customer loyalty from the perspective of physicians. The study used a questionnaire to survey surgeons who had used self-paid products produced by the research case study company, and a total of 60 valid questionnaires were collected. Data analysis results confirmed that physicians’ perceived value of self-paid pharmaceutical products positively affects the relationship quality (satisfaction, trust, and commitment) and demonstrated that relationship quality has a significant effect on customer loyalty. Hence, it is evident that physicians who use self-paid products value service quality. A company’s reputation is built through the provision of high-quality service. Good pricing behavior and positive emotional feedback increase the satisfaction and trust of physicians. Maintaining good interactions between product salespeople and customers and committing to keeping one’s promises increase physicians’ loyalty to the company.
