全民健保實施與「全人照護」理念逐漸落實，國人的健康意識逐漸覺醒，也愈來愈重視醫療服務與品質，因而就醫過程的照護以及與病人互動成為醫院重視的課題，而將顧客關係管理觀念應用於醫病關係管理亦是現代醫院經營所需的概念。過去許多醫病管理的研究著重在探討醫療品質與醫療資訊系統相關議題，對於醫療院所重視之醫病關係間的信任、病人體驗感受，以及與病人關係維護和管理的研究較少被提及。因此，本研究以個案研究法進行教學醫院醫病關係管理深度訪談，以瞭解醫院形象與醫病關係維持對於血液透析病人的信任、體驗和知覺價值的影響，藉由醫病關係互動、照護與整體醫療過程的感受探討，作為提升醫療院所醫病關係與醫療服務品質之參考資訊。個案研究結果顯示，醫療人員扮演的角色以及與病人之間的關係建立和信任影響醫療滿意度和再回診意願，並且是推薦給需要接受治療的人之重要參考資訊；醫院及專業技術成為病人就醫時的重要參考指標，並且是獲得醫療體驗與信任的來源，而醫病關係管理維持的重視程度是提升病人價值與醫療照護的重要因素。此研究結果可提供給醫院進行醫病關係管理、提升病人價值與醫療照護品質之參考。

The implementation of National Health Insurance and holistic care concepts have heightened public awareness and expectations of healthcare quality. This study adopts a case study approach to explore how doctor-patient relationship management impacts patients' trust, experience, and perceived value in healthcare delivery.
Previous research has primarily focused on medical quality and information systems, with limited attention to trust, experiential perception, and relationship maintenance between doctors and patients. Through analyzing caregiver-patient interactions and overall medical experiences, this research provides insights for healthcare service improvement.
The findings indicate that healthcare personnel roles and patient interactions significantly influence hospital trust and treatment adherence. Patient recommendations serve as key references for others seeking care. Hospital-community interactions and professional capabilities are important sources of trust and experience. The level of attention to relationship management is vital for improving patients' perceived value and care quality.
This research offers valuable insights for hospitals aiming to strengthen relationship management strategies and enhance overall healthcare service quality.

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