健康產業顧客參與度與顧客忠誠度關係之研究

The Relationship between Customer Participation and Customer Loyalty in the Healthcare Industry

張雅閔(Ya-Min Chang)

指導教授 ： 林英顏

中臺科技大學/管理學院/健康產業管理研究所/碩士(2012年)

摘要

顧客參與和關係強度有顯著的關係，過去研究雖已證實顧客的參與和關係強度的關係，但在健康產業中顧客參與度與顧客忠誠度二者之關係尚有待釐清。本研究目的在探討顧客參與度與顧客忠誠度之關係。
本研究以台灣地區健康產業的消費顧客為研究對象，以抽樣調查方式，共發出500 份問卷，有效回收226 份，並以t 檢定、單因子變異數分析、Pearson 相關分析及多層級迴歸分析進行資料分析驗證。
結果發現，健康產業中顧客參與度對顧客忠誠度有顯著正向影響，顧客參與之提供訊息及合作生產對態度忠誠有顯著正向影響，合作生產對行為忠誠有顯著正向影響。本研究結果亦提供未來研究及實務建議。

關鍵字

健康產業 ； 顧客參與度 ； 顧客忠誠度

並列摘要

The past studies indicated that relationship between customer participation and significant relationship between intensity, Although previous studies confirmed the relationship between involvement of the customer and the strength of the relationship, in the health industry, the relationship between customer engagement and customer loyalty are still unknow. This study aims to investigate customer engagement and customer loyalty relationship.
A survey was conducted in the study and 500 questionnaires were sent out to the consumer health industry in Taiwan. 226 questionnaires were returned and validated to be effective. To conduct data analysis using the t-test, one-way ANOVA, Pearson correlation analysis, and the hierarchical regression method.
The results showed: the relationship between customer participation and customer loyalty were positively related are both. Customers provide information and co-production are both significantly positively impact on attitude loyalty. The other side, co-production is significantly positively behavior loyalty. Suggestions reference are made for further study and practice.

並列關鍵字

customer loyalty ； health industry ； customer participation

參考文獻

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