口碑行銷實務探討:以大學眼科LASIK為例

The Study of Word-of-Mouth Marketing: an Example of LASIK Surgery of the Universal Eye Center

劉俊杰(Chun-Chieh Liu)

指導教授 ： 林能白

國立臺灣大學/公共衛生學院/公共衛生碩士學位學程/碩士(2016年)

https://doi.org/10.6342/NTU201610193

摘要

口碑行銷一直被認為是醫療服務最有效的行銷方式之一，透過術後滿意病人口耳相傳、口碑轉介紹，在廣告有所限制的醫療產業中是很受重視的。
而根據大學眼科的內部統計資料，超過7成的LASIK客戶的資訊來源是透過親友介紹。因而大學眼科發展了一套顧客忠誠計畫，透過給予有轉介紹行為之客戶獎勵回饋，期以提升術後滿意客戶的介紹動機與成效。
本研究欲分析一般消費者在決策選擇接受「LASIK雷射視力矯正手術」關鍵的決策因素，探討「親友口碑介紹」是否為他們選擇施術院所的主要考量因素；並且進一步探討如何強化「親友口碑介紹」的力量，作為醫療院所在推廣選擇性自費項目之行銷對策參考。
本研究分兩階段，第一階段係以層級程序分析法(analytic hierarchy process, AHP)比較分析一般消費者在決策選擇接受「LASIK雷射視力矯正手術」關鍵的決策因素。第二階段研究將以問卷調查分析了解已接受過LASIK受術的民眾，他們對於「向親友推薦自己手術的醫療院所」的態度及想法。
研究結果:「因為自己的親友推薦」、以及「手術前諮詢與檢查過程給受試者的感受」，兩者幾乎一樣重要，因此，內部服務品質的要求與提升在企業投入行銷資源時，也要持續地關注，此結果，也與我們一般的認知相符。
另外，研究調查也發現:「青年族群，特別是31-40歲的女性、大專畢業、從事工商服務業，年收水平在51-80萬元。」是LASIK口碑傳播最重要的族群。

關鍵字

口碑行銷 ； 雷射視力矯正手術 ； 層級程序分析法 ； 客戶忠誠度 ； 親友推薦

並列摘要

The Word-of-mouth marketing (WOM) has been considered one of the most effective methods for medical institution. The postoperative satisfactions through the patients’ WOM referrals are the vital methods in customer royalty marketing of the healthcare industry under the political advertising restrictions.
According to the database analysis of University Eye Center, more than 70% LASIK surgery (laser-assisted in situ keratomileusis) customer information sources are introduced through friend and relatives. Therefore, University Eye Center developed a customer loyalty program which is through the incentive program in which customers that present a certain behavior are rewarded with valuable gifts. This is the aim of reinforcing that WOM referrals efficiency and behavior while patients who have higher satisfaction after surgery.
This study analyzes how the potential factors influencing typical consumer decision process who accept LASIK surgery. Furthermore, the analysis factors also included the “WOM referrals of friend and relatives” as the principal consideration which how to affect the patient choice of medical institution with LASIK surgery; how to reinforce the effectivity of “WOM referrals of friend and relatives” in the medical institution marketing strategies for willingness to pay for clinical characteristics and surgical treatment.
This investigation is divided into two parts, one use Analytic Hierarchy Process (AHP) comparative analysis methods to assess the important influent factors for typical consumer decision in LASIK vision correction surgery. The other use the questionnaire methods to assess the patients’ Attitudes and ideas for recommend the same medical institutions to other people while after surgery.
In the results, there are two factors almost as important, they are "The relative and friends recommended " and " The patients' experience of pre-operative consultation and examina7tion process ", respectively. Therefore, it is worth to sustain attention for internal service quality management and the increase investment of marketing budgets in the enterprise, this result is also consistent with our general awareness.
In addition, as the result also shows that the main spread LASIK surgery of WOM loyalty consumer group was youth-middle aged group, which especially feature as the followings: the 31 to 40 years old female, college graduate, and annual income 510,000 ~ 800,000 NT$ for the job in business service industry.

並列關鍵字

Word-of-mouth marketing ； LASIK surgery (laser-assisted in situ keratomileusis) ； Analytic Hierarchy Process (AHP) ； customer loyalty ； referrals of friend and relatives

參考文獻

6.保險行銷藉由轉介紹成功關鍵因素之研究,張騫筠,淡大保經所

影響: 風險的觀點: 中華管理評論; 2004.

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