服務品質與服務價值對顧客忠誠度影響效果之實證研究－以國立成功大學附設醫院健康檢查中心爲例

An Empirical Study of the Relationship among Service Quality, Service Value, and Customer Loyalty-The Health Examination Center of National Cheng Kung University Hospital

古秋雲(Chiou-Yun Ku) ； 蔡明田(Ming-Tien Tsai) ； 陳建成(Chien-Cheng Chen)

《醫務管理期刊》 9卷3期 (2008/09) Pp. 205-221

https://doi.org/10.6174/JHM2008.9(3).205

摘要

目的：關於服務品質、服務價值對顧客忠誠度之影響關係及服務價值的中介效果對此關係之影響效果仍然缺乏實證的研究。本研究旨在探討服務品質、服務價值與顧客忠誠度之現況及其整體關係模式。
方法：本研究以國立成功大學附設醫院健檢中心之顧客為調查對象，採立意抽樣方法進行調查，總共寄發問卷550份，取得295份回函，其中有效問卷共293份，問卷回收率為53.64%。本研究運用結構方程模式驗證本研究之假說。
結果：（l）服務品質對服務價值與顧客忠誠度之直接影響關係顯著；（2）服務價值對顧客忠誠度之直接影響關係顯著，同時也是服務品質影響顧客忠誠度的重要中介變數。
結論：顧客忠誠度相關文獻指出確認其關鍵，驅動因素，不但有助於瞭解顧客，更可據以發展行銷策略。本研究實證結果發現健檢中心的主事者除了重現服務品質外，更不能遺忘服務價值，兩者相互共同共生的重要，如此將可在提高服務品質與服務價值的同時，進一步提高顧客忠誠度。

關鍵字

服務品質 ； 服務價值 ； 顧客忠誠度 ； 健檢中心

並列摘要

Objectives: There is little empirical research about the relationship among service quality, service value, and customer loyalty, as well as the moderating effect of service value on them. The purpose of this study is to explore the recent situation and relationship among service quality, service value and customer loyalty.
Methods: The samples collected from the health examination center of National Cheng Kung University Medical College, 550 customers were targeted as subjects based on judgment sampling. A total of 295 questionnaires were returned, 293 valid questionnaires, and the return rate was 53.64%. Furthermore, structural equation modeling is applied to test hypothesis and analyze the data.
Results: (1) The service quality directly influences on service value and customer loyalty significantly. (2) The service value directly influences on customer loyalty significantly, and the effects of the service quality on customer loyalty.
Conclusions: The customer loyalty literature suggests very important to identify the key drivers, it not only will help us to have a better understanding of the customers but will also help us to develop the marketing strategies. The findings of this study can provide the managers of the health examination center are that we must focus on not only the service quality, but also on the service value, so that we may service quality, service value, and customer loyalty to increase simultaneously.

並列關鍵字

Service Quality ； Service Value ； Customer Loyalty ； Health Examination Center

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