醫療服務業顧客認知關係品質與忠誠度關係之理論模型建構

Constructing the Theoretical Model of the Relationship between Customer-Perceived Relationship Quality and Customer Loyalty in Healthcare Industry

翁瑞宏(Rhay-Hung Weng) ； 何雍慶(Yung-Ching Ho) ； 邱柏松(Pe-Song Chiu) ； 黃靖媛(Ching-Yuan Huang)

《醫務管理期刊》 5卷4期 (2004/12) Pp. 418-437

https://doi.org/10.6174/JHM2004.5(4).418

摘要

近來關係行銷已引起學者與實務界人士的廣泛注意，其基本精神在於了解個別顧客的背景、動態與需求，並和顧客建立長期互惠的夥伴關係。在服務產業中，顧客可能會尋求與服務提供者建立持續的關係，以減少其在評估服務時的認知風險，此外，由於服務的無形性，顧客對於服務的價值評估亦相當主觀，所以顧客會重視與服務提供者間的信賴關係，若服務供給者與顧客能建立良好的關係品質，則有助於兩者之間長期良好關係的維持，進而強化顧客忠誠度。
國外醫療服務業近年來面臨成本控制以及品質改善的壓力，各醫療機構皆主動致力於關係行銷。然由於關係行銷在我國醫療服務業的實務應用層面尚未普遍，且有鑒於醫療服務業所提供的服務內容與其他服務業有相當的異質性，因此必須針對醫療服務業的特質來重新探討關係行銷的內涵。本研究主要目的在於考量醫療服務業特性，來探討醫療服務業顧客認知關係品質與顧客忠誠度的意義，並進一步分析關係品質與顧客忠誠度間的關係。本研究藉由國內外相關文獻資料之探討，提出九項研究命題並建構「醫療服務業顧客認知關係品質與忠誠度關係之理論模型」，以作為我國醫療服務業管理者與後續研究者之參考。

關鍵字

關係行銷 ； 關係品質 ； 顧客忠誠度 ； 醫療服務業

並列摘要

Recently, ”Relationship Marketing (RM)” has gathered its popularity. The key features of RM are to understand the background, action and need of each customer and to establish long-term and mutual-benefit partner relationship with customers. In the service market, customers will try to build up the sustaining relationship with service provider to reduce the risk of evaluating services. Furthermore, because of the invisibility of services, evaluating the value of the services would be subjective. Customers would take account of the relationship with service providers. If good relationship quality with customers between service providers and customers could be founded, it will be helpful for sustaining friendly relationship and enforcing customer loyalty further.
Owing to the pressure of cost control and quality improvement, health care organizations actively endeavor to implement the concept of RM abroad. In Taiwan, health care organizations face the same pressure, but RM is not in widespread use. Besides, since services of the healthcare industry are different from those of other service industries, we should analyze the concept of relationship quality according to the features of health services. The purposes of the study are to discuss the meaning of customer-perceived relationship quality and customer loyalty and to analyze the relationship of relationship quality and customer loyalty. Finally, we propose nine research propositions and the ”Theoretical Model of the Relationship between Customer-Perceived Relationship Quality and Customer Loyalty in Healthcare Industry” to researchers and managers.

並列關鍵字

Relationship Marketing RM ； Relationship Quality ； Customer Loyalty ； Healthcare Industry

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