Speakers - WNRC2026

With the increasing competition in the healthcare environment and the growing awareness of patients’ autonomy, patients are no longer solely concerned about medical techniques when selecting a healthcare institution. Instead, they attach greater importance to their overall medical experience and the quality of physician-patient communication. Such interactions not only influence patients’ immediate satisfaction but also shape their trust in physicians and hospitals, as well as their willingness to continue care or recommend the institution to others. This study was conducted to examine these relationships and to provide insights for clinical practice and hospital management.

This study employed a cross-sectional survey design. Data were collected using structured questionnaires from outpatients in a regional teaching hospital in Hsinchu, resulting in 500 valid responses. The instruments measured patients’ medical experiences, perceptions of physician communication, trust in physicians and hospitals, loyalty, and recommendation intention. Statistical analyses were performed using SPSS version 26, including descriptive statistics, t-tests, one-way ANOVA, Pearson correlation, and multiple linear regression.

The results revealed that patients’ perceptions of physician communication were the most significant factor influencing trust in physicians (p < .001). Moreover, both physician communication and medical experiences had significant positive effects on patients’ trust in hospitals (p < .001). Further analysis indicated that trust in physicians and hospitals significantly predicted patients’ loyalty and recommendation intention (p < .001).

In terms of demographic differences, male patients rated physician communication higher than female patients (p < .05), while older patients expressed greater loyalty and stronger willingness to recommend the hospital (p < .05). Patients who visited non-internal medicine and non-surgical departments also reported more favorable evaluations of medical experiences and physician communication (p < .05). These findings suggest that patient demographics may influence their perceptions of healthcare services and subsequent behaviors.

In conclusion, this study highlights that physician communication and overall medical experience are critical factors in building trust, enhancing loyalty, and encouraging positive recommendations. It is recommended that healthcare institutions and clinical physicians strengthen patient-centered communication skills and continuously optimize service Processes. Such efforts can improve patient satisfaction, enhance quality of care, foster stronger physician-patient relationships, and ultimately increase hospital competitiveness.