運用Kano及精緻化Kano模式評估自費健康檢查服務品質

Application of Kano and Refined Kano Models to Assess Service Quality for Self-paid Health Examination

黃偉倫(Wei-Lun Huang) ； 張耿銘(Geng-Ming Chang) ； 何建德(Chien-Te Ho) ； 丘思穎(See-Ying Chiou) ； 林新傑(Hsin-Chieh Lin)

《北市醫學雜誌》 12卷2期 (2015/06) Pp. 54-67

https://doi.org/10.6200/TCMJ.2015.12.2.07

摘要

目的：本研究以北市某健康管理中心為研究範圍，利用Kano二維品質模式與PZB衡量服務品質：有形性、可靠性、保證性、反應性、關懷性五大構面下進行問卷設計，以探討消費者對自費健康檢查服務品質之屬性分類，並進一步利用精緻化Kano模式將其依重要度高低作劃分，透過了解消費者對自費健檢的看法，以擬訂服務策略進而提升醫療服務品質。方法：本研究以Kano二維品質模式進行問卷設計，發放對象為北市某健康管理中心受檢者，總計發放問卷300份，回收有效問卷288份，有效問卷之回收率為96%。結果：本研究在實證過程中，透過Kano模式將健康檢查服務品質的24個要素進行歸類，其中有15項要素被歸類為「一維品質」、4項為「魅力品質」、3項為「當然品質」、2項為「無差異品質」、沒有「反向品質」。Kano和精緻化Kano模式於自費健檢服務品質屬性歸類皆有顯著差異。人口學變項下，品質要素之看法部分有顯著差異。討論：醫療院所可以試著運用Kano和精緻化Kano模式進一步探討顧客需求，以提升醫療服務品質。

關鍵字

Kano二維品質模式 ； 服務品質 ； 自費健康檢查 ； 精緻化Kano模式

並列摘要

Objectives: This study explored the consumer's response on service quality of self-paid health examination in a health management center in Taipei. The questionnaires adopted the two-dimensional Kano quality model and the five-dimensional Parasuraman-Zeithaml-Berry (PZB) service quality model. The results were further ranked according to degree of importance, and the strategy reference was decided by the refined Kano's model to improve the medical service quality. Methods: A total of 300 copies of questionnaires were distributed and 288 valid copies were returned (response rate: 96%). Results: The findings showed that the service items could be classified to different categories by the Kano's and refined Kano's model. There were statistically significant differences between customers with different demographic characters in certain quality attributes. For the 24 items examined in this study, 15 items were of one-dimension quality, 4 were of attractive quality, 3 were of must-be quality and 2 were of indifferent quality. None of the items had reverse quality. These results defined the critical service quality attributes. Conclusion: The Kano's and Refined Kano's model can be applied to further explore customer needs to improve the medical service quality.

並列關鍵字

Kano Two-Dimension Quality Model ； Service Quality ； Self-Paid Health Examination ； Refined Kano's Model