地球村概念之崛起,加上全球資訊快速傳遞與透明化發展,世界各國國民生活及教育水準的不斷競爭提升下,大眾除了對於生活品質的訴求日益提昇外,對於健康生活越來越重視,因此健康生活模式的探討也成爲世界潮流趨勢,有關國家顧客滿意指標模式(National customer Satisfaction Index Model)的相關研究近年來蓬勃發展,各先進國家目前幾乎都正在著手研究或已經建立起該國的國家顧客滿意指標的衡量方法與模式,台灣亦不例外。本研究以十一所醫院的病患、病患家屬及病患親友爲樣本,進行資料收集,共發出2200份問卷,有效回收率爲83.45%。研究資料以結構方程模式(Structural Equation Model, SEM)進行研究分析,研究結果發現形象對顧客期望有正向影響;顧客期望對認知品質、顧客滿意度及認知價值有正向影響;認知品質對顧客滿意度及認知價值有正向影響;認知價值對顧客滿意度有正向影響;顧客滿意度對顧客忠誠度有正向影響。另外形象對顧客滿意度及顧客忠誠度必須透過間接效果影響。根據分析結果,本研究對於台灣顧客滿意度指標(Taiwan Customer Satisfaction Index; TCSI)運用於醫療產業的基本假設模式提出修正模式並做出建議。
In the emerging concept of global village, information is rapidly and transparently transmitted. The resulting worldwide competition to promote daily quality of life has had the further effect of increasing awareness of healthy lifestyle practices throughout the world. The research sample was patients and their relatives and friends in eleven hospitals. The valid response rate to 2200 questionnaires was 83.45%, and the data were analyzed by the structural equation method of AMOS. Customer satisfaction positively influenced customer loyalty. Hospital reputations for customer satisfaction and loyalty, in turn, positively influenced actual satisfaction and loyalty. The results of this analysis suggest ways of improving the Taiwan Customer Satisfaction Index (TCSI) on the medical industry.