探討醫院商場業務外包的顧客滿意度和忠誠度之關聯性研究

A Study on the Relationship between Customer Satisfaction and Loyalty in Hospital Store Outsourcing

王芠椿(Wun-Chun Wang) ； 陳金龍(Jin-Long Chen)

《全球管理與經濟》 13卷1期 (2017/06) Pp. 17-32

https://doi.org/10.6565/JGME.2017.06(1).2

摘要

本研究針對台灣地區某一醫院將商場之業務外包後，探討對商場在封閉型的形態下，其顧客對商場經營之滿意度是否有忠誠度的表現，與其他通路型態的商場是否有差異?本研究以美國顧客滿意度指數模型(ACSI)架構，並採用結構方程模型(SEM)之偏最小平方法(PLS-SEM)構建在醫院商場之顧客滿意度調查模型，並將醫院內固定人流群族之員工和志工分為第一群組，而醫院流動人流群組之病患和家屬等分為第二群組，並以群組比較分析(MGA)探討是否有顯著差異性？最後再以重要性和績效矩陣分析(IPMA)，提出醫院商場應該如何改善方案，希望有助於醫院和業務外包廠商之管理和運用。

關鍵字

美國顧客滿意度指數模型 ； 結構方程模型 ； 偏最小平方法 ； 多群組比較分析 ； 重要性和績效矩陣分析

並列摘要

In this study, a hospital in Taiwan will be the business of outsourcing, to explore the mall in a closed form, the customer's satisfaction with the operation of the mall loyalty, and other access patterns of the mall is different In this study, the Customer Satisfaction Index (ACSI) model was established in the hospital, and the partial least square method (PLS-SEM) was used to construct the customer satisfaction survey model. The patients and volunteers of the group were divided into the first group, and the patients of the floating population group and the family of the patients were divided into the second group and analyzed by group comparison analysis (MGA) to find out whether there were significant differences. At last, the importance and performance matrix analysis (IPMA) is put forward, and how to improve the hospital mall should be proposed, which is helpful to the management and application of hospital and business outsourcing vendors.

並列關鍵字

American Customer Satisfaction Index (ACSI) ； SEM (Structural Equation Modeling) ； PLS (Partial Least Squares) ； MGA (Multi-group Analysis) ； IPMA (Importance-Performance Matrix Analysis)