探討顧客關係、服務品質與認知價值對顧客承諾之研究

Research on Customer Relationship, Service Quality and Perceived Value to Customer Commitment

陳孟修(Meng-Shiou, Chen) ； 陳之姸(Zhi-Yan, Chen) ； 林麗芬(Li-Fen, Lin)

《康大學報》 10期 (2020/06) Pp. 19-45

摘要

本文研究目的在探討以二因子變異數分析與SEM等方法進行分析洗腎醫療器材產業的顧客關係、服務品質、認知價值對顧客承諾之影響性研究，主要是採問卷調查法，以台南地區醫院洗腎中心的受測者（醫師、護理人員、洗腎病患、洗腎家屬及朋友以及一般大眾）為研究對象，並採用SPSS和AMOS統計視窗軟體作為統計分析的工具，就樣本以因素分析、相關分析、二因子變異數分析（Two-Way ANOVA）、SEM分析等方法進行分析，研究結果發現：1.台南地區洗腎醫療器材市場的受測者在顧客關係、服務品質、認知價值與顧客承諾等各變項之間的相關性，有顯著相關性。變項間又以「服務品質」與「認知價值」的關係強度最強，其Pearson相關係數為0.867。表示消費者對於顧客服務品質的滿意度知覺越高，其認知價值知覺也越高。2.顧客關係、服務品質、認知價值對顧客承諾所產生的差異情形，採二因子變異數分析來比較變項的主要效果與交互作用，部分有顯著差異。3.以SEM分析得知顧客關係、服務品質、認知價值對顧客承諾之影響大多是有顯著正影響。最後對洗腎醫療器材供應商的建議是：醫師族群是影響產品銷售最關鍵的族群，重要的決策者都是在醫師及院方，要讓他們感受到洗腎醫療器材供應商的用心與改善，才能得到信任，以利往後繼續使用或者向其他人推薦。

關鍵字

顧客關係 ； 服務品質 ； 認知價值 ； 顧客承諾

並列摘要

The purpose of this study is to explore the impact of customer relationship, service quality, and perceived value on customer commitment by using Two-Way ANOVA analysis and SEM to analyze the impact of customer relationship, service quality, and perceived value on the customer commitment. The research primarily conducted a questionnaire survey. The subjects involved the participants at Tainan District Hospital Renal Dialysis Center (physicians, nursing staff, renal dialysis patients, renal dialysis family members and friends, and the general public) and the research used SPSS and AMOS statistical window software as statistical analysis tools to analyze the samples in terms of factors, Correlation analysis, Two-Way ANOVA, SEM analysis and so on. The study found that: 1.The correlation between the subjects in the Tainan kidney medical equipment market is significantly related to the variables such as customer relationship, service quality, perceived value and customer commitment. Among the variables, the relationship between 'service quality' and 'perceived value' was significantly different, with Pearson correlation coefficient of 0.867. It means that the higher the consumer's perception of satisfaction towards customer service quality attains, the higher their perceived value is. 2.The difference between customer relationship, service quality, and perceived value to customer commitment is partly significant, by using the Two-Way ANOVA variance analysis to compare the main effects and interactions of the variables, some of which are significantly different. 3.SEM analysis indicated that customer relations, service quality, perceived value to customer commitment has a significantly positive influence. Finally, the suggestion to the supplier of kidney medical equipment is that the physician group is the most critical group to affect the sales of products. The important decision makers are all of the doctors and hospitals, to make them feel the intention and improvement of the kidney medical equipment supplier, in order to gain trust so that you can continue to use it or recommend it to others.

並列關鍵字

Customer relations management ； Service quality ； Perceived value ； Customer commitment