在健保全面實施幾年的蜜月期過後，牙醫師們除了面對每年不斷有新醫師前仆後繼的投入醫療市場來搶食大餅外，另一方面健保卻由於財務問題日益嚴重，遂開始控管醫療費用的支出，繼實施牙醫總額預算之後，又實施各種指標分析針對醫療模式及醫療給付做種種控管，在健保收入發展受限的情況下，牙醫師必須往自費醫療市場去創造藍海，牙醫診所的經營策略上除了重視醫療品質外，還必須逐漸朝向重視醫病關係、提升患者滿意度、塑造一個優質的醫療環境著手，而許多文獻指出實體環境可用來塑造適當的顧客及員工的感受與互動，透過服務環境中的情境設計也可以用來強化服務接觸和提升生產力，所以醫院經營策略不僅僅必須朝向品質與成本效益兼顧之企業化經營，更必須積極建立與顧客的緊密良性互動的環境，患者才會有良好感受進而主動就診，而許多研究顯示服務場景中氣味、音樂可以影響員工與消費者情緒與滿意度。

本研究討論在不同音樂、氣味的各種情境下對牙醫診所候診室患者行為的影響為何，針對候診室患者常見因知覺等候時間過長而煩躁、心情不悅，探討在不同特性音樂、氣味的環境下對患者者時間知覺與心情愉悅的影響，並進而分析時間知覺與情緒是否影響患者滿意度，提供牙醫診所市場評估與行銷策略，以作為牙醫診所經營策略的參考，並為牙醫診所帶來新契機。本研究將在台南市某牙醫診所候診室內，共計抽樣150人，每天在不同時段以不同氣味、音樂組合下，2x2共四組，在加上以無氣味、音樂組合做對照，整個研究總數五組做分析，當患者等候時間超過5分鐘時，以當場填寫紙張問卷方式收集資料分析，以進行上述研究變項關連性之研究，目的在於找出適合牙醫診所候診室的氣味與音樂。

After a few years of the honeymoon period of full implementation of health insurance, dentists are faced with the fact that each year more and more new dentists are entering the health care profession and share the market, as well as the fact that due to the increasingly heavy financial load, the health care authority began to control health care cost or expenses, on the basis of the implementation of global dental budget or quota, and the implementation of the analyses through various indicators of health care payment on the medical model. Under the limited health care revenue, dentists have to put the medical market at their own expense to create more profit. Strategically, dental clinics must place emphasis not only on medical quality but also on doctor-patient relationship, to promote patient satisfaction, and to create a high-quality medical environment. There are studies indicating that the substantial health care environment can be used to create the appropriate physical environment for customers and staff in their feelings and interactions. Besides, the design of service environment settings can also help enhance service access and increase productivity, so strategies of hospital management must not only intensify its balance of quality and cost-effective enterprise management, but also actively encourage the benign interaction with customers, thus patients will have a good feeling and then take the initiative to treatment. However, many studies show that the smell and music in the service settings can influence the mood and the satisfaction of both staff members and consumers.

This study explores the effect of the music and smell under various situations on the behavior of patients in the dentist waiting room, aiming at studying the effect of different music and scents on time perception and mood of patients in the waiting room in which patients tend to experience displeasure and irritability due to long waiting, and further explore the effect of time perception and mood of patients on their satisfaction, to serve as reference of market assessment and marketing strategy for dental clinics, hoping to bring new dental clinic opportunity. This study was conducted in a dentist's waiting room in Tainan City, with a total of 150 people as a sample a day, under different smells and music combinations at different time periods. This study consists of four groups (2x2), in addition to a control group with no smells and music provided, so there are a total of five groups to be analyzed. Dependent measure is the data collected from questionnaires filled out by patients after 5 minutes of waiting, to identify the most appropriate scents and music in a dentist waiting room.

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