背景：台灣的醫療服務市場不論是醫院、診所、西醫、牙醫，都受到健保總額以及市場競爭的影響，尋求新的行銷手法吸引新顧客與留住現有的顧客，發展持久的醫病關係，是醫務管理之重要議題。關係行銷便是透過維繫與強化顧客的長期關係來建立彼此的信任、滿意度以及忠誠度等，為病人與機構雙方帶來更多的利益價值。
目的：本研究將探討關係行銷對牙科診所顧客忠誠度的影響，而關係品質對關係利益與顧客忠誠度是否有顯著影響。台灣的健保制度民眾就醫成本相當低廉，與自費的服務項目有著明顯不同，而顧客於同一診所接受服務時，是否會因為人口學特性以及服務是否自費，造成關係行銷的感受有所不同，進而影響滿意度及忠誠度。
方法：本研究為橫斷性研究，以立意取樣方式挑選中部四家牙科診所進行問卷發放，共發放480份，有效回收216份。使用皮爾森相關探討各變項間的關係，複迴歸分析了解各變項及調節變項的影響程度。
結果與結論：顧客從診所接收到的關係利益與關係品質對顧客忠誠度都有顯著的影響效果。加入人口學特性為調節變項時，關係利益之信心利益與顧客忠誠度間，會受到顧客的教育程度與就診年數長短而影響。健保服務或自費服務兩者間，顧客的關係利益對忠誠度並沒有顯著影響。診所為了留住現有顧客，建議投入較多資源於社會利益，顧客將可以更直接感受。
Background: The medical services market in Taiwan, whether provided by hospital or clinic, Western medicine, or dentistry, are affected by global budget system and market competition. To seek innovative marketing techniques to attract new customers, to retain existing customers and to develop lasting doctor-patient relationship are major issues in health services administration. Relationship Marketing is about building trust, satisfaction and loyalty through maintaining and reinforcing the long-term relationship between organization and customers to increase benefits for both patients and providers.
Aim: The study will explore the effect that relationship marketing has on dental clinic customer loyalty, and if relationship quality has significant effect on relationship benefits and customer loyalty. The insurance system in Taiwan renders the medical treatment cost to be very low. There is a significant difference from patients’ own expense. Are there any difference in impacts felt from relationship marketing and furthermore affecting satisfaction and loyalty, as a result of various demographic characteristics and payment methods?
Method: This is cross-sectional study. Using Purposive Sampling to select four dental clinics in mid-Taiwan and to deliver 480 questionnaires yields effective recovery of 216 questionnaires. Using Pearson correlation to examine the relationship between all of the variables, the degree of effect in variables and moderators is investigated.
Result & Conclusion: Relationship benefits and relationship quality received by customers from clinics have significant influence on customer loyalty. When we use demographic characteristics as the moderators, the level of education and the duration of clinic visits affect the trust benefits of relationship benefits and customers’ loyalty. There is no significant effect on customers’ relationship benefits to loyalty between National Health Insurance payment and patients’ own expense. To retain existing customers, clinics are recommended to put more resources in social benefits that customers can experience more directly.
