自費健檢之體驗行銷、體驗價值與忠誠度相關研究

The Study of Relationship among Experiential Marketing, Experiential Value and Royalty in Self-Paid Health Examination

蔡語涵(Yu-Han Tsai)

指導教授 ： 林能白

國立臺灣大學/公共衛生學院/健康政策與管理研究所/碩士(2016年)

https://doi.org/10.6342/NTU201600990

摘要

背景:現今醫療機構經營模式已不在侷限於設備或服務,轉為著重病患體驗的價 值感受,若能在提供服務的過程中加入「體驗」的要素,可有效提高競爭力;且 民眾對自身健康意識提升,健保成人預防保健檢查已無法滿足需求,多數人轉而 選擇自費性健康檢查。綜觀國內相關研究,較少以「顧客體驗」衡量其「體驗價 值」感受的觀點應用於檢視健檢機構行銷方式之研究。
目的:(1)探討民眾對健檢機構之體驗行銷感受情形。(2)探討民眾健檢體驗後之體 驗價值感受情形。(3)探討體驗行銷對體驗價值、顧客滿意度與顧客忠誠度之影響。 (4)探討體驗行銷的五種不同型態:感官體驗、情感體驗、思考體驗、行動體驗及 關聯體驗間之差異。
方法:本研究為橫斷性研究,採結構式問卷調查,選定國內某醫學中心之健檢中 心作為問卷發放地點,問卷發放對象為該健檢中心接受自費健康檢查之民眾,問 卷發放時間為民國 105 年 1 月 29 日至 3 月 7 日止,共發出 316 份問卷,有效問卷 308 份。
結果:多數受訪民眾表示其對健檢中心之體驗行銷與體驗價值有正向感受,在體 驗行銷的五種型態中,以情感體驗得分最高,而在體驗價值中為服務優越性價值 最能取得民眾認同。結果顯示體驗行銷的五種型態皆會對體驗價值造成正向影響, 而體驗價值對顧客滿意度及顧客忠誠度產生正向影響,體驗行銷也會直接對顧客 滿意度與顧客忠誠度有正向影響。

關鍵字

自費健檢 ； 體驗行銷 ； 體驗價值 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

Background:Nowadays health care institutions have transformed to focus more on the value of patient experiences. Those institutions can enhance competitiveness effectively if customers get pleasurable experiences. Because people pay much more attention to their health, health examinations provided from government isn’t enough. So it leads to an increasing demand for self-paid health examinations.
Purpose:The purposes of this research include: (1)to discuss whether there are different experiences among customers in the health examination institution; (2)to discuss whether there are different values among customers after the health examination; (3)to discuss the influences of different experiences on experiential value, customer satisfaction and customer loyalty; (4)to discuss the difference among five types of experiential marketing: sensory experiences, affective experiences, creative cognitive experiences, physical experiences and social-identity experiences.
Method:This research conducted a cross-sectional survey of 308 customers in the health examination institution of the medical center. Data were collected from customers who accept self-paid health examination, using a structured questionnaire. Customers rated their feelings on a self-reported questionnaire after the health examination. The survey was conducted during January 29 to March 7 in 2016.
Conclusion:Most respondents had positive feelings of all types of experiences and experiential value toward the health examination institution. The affective experience was scored highest among all the experiences and the service excellence value had highest score among three types of experiential value. The study found that all the experiences would affect experiential value which would have positive impact on customer satisfaction and loyalty. In addition, experiential marketing directly influence customer satisfaction and loyalty.

並列關鍵字

self-paid health examination ； experiential marketing ； experiential value ； customer satisfaction ； customer loyalty

參考文獻

古秋雲. (2006). 服務品質、服務價值、顧客滿意度與顧客忠誠度關係之研究-以台

和缺口理論法之比較. [A Modified Method to Explore Factors Associated withthe Selection of Health Examination Centers Utilizing Info-Gap]. 醫務管理期刊, 11(2), 95-111.

Assessment of Clinic Services and its Affecting Factors]. 臺灣公共衛生雜誌,

黃燕鳳. (2008). 健檢機構之消費者需求與行銷策略之研究. (碩士), 國立臺灣大學, 台北市.

蔡宗仁. (2005). 台灣健檢產業創新商業模式之研究. (碩士), 國立臺灣大學, 台北