隨著醫療市場競爭日益激烈，民眾在選擇眼科醫療院所時，已不再僅以醫療結果為唯一考量，而是同時重視整體醫療服務體驗、專業度與醫病互動品質。本研究以「民眾選擇眼科醫療院所因素之研究」為題，探討醫療服務品質、醫療專業能力、信任程度與數位互動等構面，對顧客價值、滿意度與忠誠度之影響關係，並進一步分析人口統計變項與特殊就醫情境（如：手術經驗）所呈現之差異。
本研究採問卷調查法，以曾有眼科就醫經驗之民眾為研究對象，回收有效問卷共計465份。研究工具採李克特七點量表，並以多元迴歸分析驗證研究假說。研究結果顯示：（一）醫療服務品質、醫療專業能力、信任程度與數位互動，皆對顧客價值、滿意度與忠誠度具有顯著正向影響；其中，信任程度在三項依變數中皆展現最強且最穩定的解釋力。（二）在人口統計變項方面，教育程度對顧客價值、滿意度與忠誠度呈現顯著負向影響，顯示高教育程度者對醫療服務品質與價值之期待較為嚴格；而男性受訪者在滿意度評價上顯著高於女性。（三）在手術相關情境中，病患對醫療專業能力、術前術後溝通清楚性與手術流程安排之重視程度明顯提高，顯示眼科作為高專業性的醫療專科，其手術服務品質對病患信任與後續忠誠行為具有關鍵影響。
綜合研究結果顯示，眼科醫療院所若欲提升民眾之顧客價值、滿意度與忠誠度，應以建立醫病信任為核心，並同步強化醫療專業形象、服務流程品質與數位互動體驗。研究結果可作為眼科醫療院所在服務設計、品牌經營與管理決策上的實務參考，亦補充醫療服務品質與顧客行為研究於眼科醫療情境之實證基礎。

As competition in the healthcare market intensifies, people are no longer solely considering medical outcomes when choosing ophthalmology clinics. They are also placing greater emphasis on the overall healthcare experience, professionalism, and quality of doctor-patient interaction. This study, titled " Factors Influencing Patients’ Choice of Ophthalmology Medical Institutions," explores the impact of healthcare service quality, medical professional competence, trust levels, and digital interaction on customer value, satisfaction, and loyalty. It further analyzes the differences presented by demographic variables and specific medical contexts (such as surgical experience).
This study employed a questionnaire survey method, targeting individuals with prior ophthalmological medical experience, and collected 465 valid questionnaires. The research tool used was a seven-point Likert scale, and multiple regression analysis was employed to validate the research hypotheses. The results showed that: (i) the quality of medical services, medical professional competence, level of trust, and digital interaction all had significant positive impacts on customer value, satisfaction, and loyalty; among these, level of trust exhibited the strongest and most stable explanatory power among the three dependent variables. (ii) Regarding demographic variables, education level has a significant negative impact on customer value, satisfaction, and loyalty, indicating that those with higher education levels have stricter expectations for the quality and value of medical services; while male respondents rated satisfaction significantly higher than female respondents. (iii) In surgery-related scenarios, patients place significantly higher importance on medical professional competence, clarity of pre- and post-operative communication, and surgical procedure arrangements, indicating that ophthalmology, as a highly specialized medical specialty, has a key impact on patient trust and subsequent loyalty through the quality of its surgical services.
The comprehensive research results indicate that ophthalmology clinics, aiming to enhance customer value, satisfaction, and loyalty, should focus on building trust between doctors and patients, while simultaneously strengthening their professional image, service process quality, and digital interactive experience. The findings can serve as a practical reference for ophthalmology clinics in service design, brand management, and operational decisions, and also supplement the empirical foundation for research on medical service quality and customer behavior in the ophthalmology context.

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