Discussion of Baby-Friendly Hospital Medical Service Quality and

[[abstract]]After the implementation of National Health Insurance, the competition in medical industry has become more intense day by day. Besides reinforcing medical facilities and technologies, hospitals attach more importance to quality of medical service, expecting to increase the clients? satisfaction and loyalty, and promoting the hospital?s operating performance further. Baby-friendly hospital authentication is the policy that Department of Health has tried to carry out with great exertion in recent years. It hopes to make breastfeeding a conventional medical care environment via the execution of ten major measures, and give a baby the best start of life. The research put forward a theoretical model, explained the relationships among a postpartum woman?s inclination of breastfeeding, the postpartum care quality, and the medical and nursing staff?s support degree of breastfeeding in a baby-friendly hospital, as well as their influences on the hospital?s service quality and the postpartum woman?s loyalty; also, it analyzed the differences of varied groups of demographic variables on the entire theoretical model, with the expectation to understand how the baby-friendly hospital policy affects the medical service quality and the postpartum woman?s loyalty. The results can be provided as the reference of policy promotion for health departments, hospitals and clients further. The research aimed at an indicator hospital that pursues the baby-friendly hospital policy in Central Taiwan, took the women that just gave birth to a baby and were hospitalized temporarily as subjects of test, retrieved 210 copies of questionnaire in total, and tested and verified the research model through statistic methods of Descriptive Statistics Analysis, Chi-Square Test, Structural Equation Modeling, and Multiple-Group Analysis. The research findings are as follows: (1) The hospital?s service quality and the postpartum woman?s inclination of breastfeeding have a significant influence on the postpartum woman?s loyalty; (2) The postpartum care quality noticeably affect the postpartum woman?s evaluation of the hospital?s service quality; (3) The postpartum woman?s inclination of breastfeeding, the postpartum care quality, and the medical and nursing staff?s support degree of breastfeeding are obviously correlated; (4) The postpartum woman demographic variables?mode of delivery, parity, the hospital of previous delivery, have a conspicuous correlation with the condition of executing rooming-in and the feeding method; (5) Different groups (Primipara and Multipara, vaginal delivery and caesarean delivery, 24-hour rooming-in and not-24-hour rooming-in, and exclusive breastfeeding and non-exclusive breastfeeding) have a remarkable difference on the structural equation modeling of the research theory