體驗行銷對病患家屬忠誠度之影響—以兒科為例

Effects of Experiential Marketing on Parental Loyalty— A Study in Pediatrics

賴宜君(I-Chun Lai)

指導教授 ： 林能白

國立臺灣大學/公共衛生學院/健康政策與管理研究所/碩士(2012年)

https://doi.org/10.6342/NTU.2012.10156

摘要

背景：近來，醫療產業市場競爭日益激烈，如何吸引並留住病患，設法取得病患對醫院的忠誠，將是醫院是否能在此新一波競爭中生存之關鍵。過去研究多以醫療品質的觀點探討顧客忠誠；然而，由於醫療的高度專業性與複雜性，病患其實難以正確判斷醫療品質好壞，實際上病患選擇醫院時，會廣泛地將就醫過程中的任何經驗都納入評價。因此醫院除了在醫療品質上精進外，更應該思考如何形塑病患的整體醫療經驗，以傳遞醫院的價值，此即「體驗行銷」的概念。「體驗行銷」主要是透過刺激顧客的感官、情感、思考、行動甚或提供其與社會文化價值之一種連結以達成行銷的目的，近年來已成為學者與實務界人士廣為討論的行銷策略之一。故本研究選定醫療產業為研究範圍，探討醫院中各種體驗行銷型式對顧客忠誠的影響效果，期望此研究能對醫療產業體驗行銷之研究有所貢獻與補足。

目的：(1)探討民眾對個案醫院實行之體驗行銷感受情形。(2)探討不同體驗行銷型式對民眾滿意度與忠誠度影響的程度。(3)探討民眾的就醫等候時間與服務使用經驗在體驗行銷對忠誠度之影響程度上是否具有調節效果。

方法：本研究為橫斷性研究，選取某醫學中心小兒部為個案醫院，針對該醫院病患的家屬為研究對象發放自填式問卷。研究問卷於醫學中心兒童醫療大樓大廳、繳費處、與領藥處發放，問卷發放時間從民國101年3月12日至4月30日

結果：受訪民眾普遍對個案醫院的體驗行銷有正面感受，在所有體驗型式中以思考體驗的平均得分最高。顧客整體體驗對滿意度與忠誠度均有正向影響，其中以情感體驗對滿意度與忠誠度的影響最為顯著，思考體驗次之，而行動體驗對顧客滿意度與忠誠度的影響皆未達顯著。此外，本研究發現，顧客體驗會透過滿意度的中介而影響顧客忠誠度。然而不論顧客的等候時間與服務使用經驗為何，對顧客來說，醫院所投入的體驗行銷對其忠誠之影響程度是不會受此兩因素干擾的。

關鍵字

顧客體驗 ； 體驗行銷 ； 顧客滿意度 ； 顧客忠誠度 ； 兒童醫療

並列摘要

Background: To meet the keen competition among hospitals during these years, attracting and retaining patients is the key to survival. In the past, research tended to take quality as the point of view in discussing patient loyalty. However, due to the professionalism and complexity of medical care, patients are unable to judge the quality of medical care; in fact, when choosing a hospital, patients always take all the experiences they have been through into consideration. In addition to improve the quality of care, hospitals should think about how to shape patients’ overall experience, in order to convey the value to their customer. This is the concept of “experiential marketing.” Experiential marketing achieve companies’ goals through stimulating the customer's senses, emotions, thinking, action or providing the social and cultural value of a product or a service. This new marketing approach has become one of the most popular marketing strategies, whether in practices or academic study. This study aims at exploring the application of experiential marketing in health care industries and identifying the important marketing factors that would influence customer loyalty.

Purpose: The purposes of this research include: (1) to discuss whether there are different experiences among parents in the pediatrics; (2) to discuss the influences of different experiences on customer satisfaction and loyalty;(3) to examine the moderating effect of waiting time and service usage level.

Method: We conduct a cross-sectional survey on a convenience sample of 307 parents in the Pediatrics. Parents rated their feelings on a self-reported questionnaire developed to collect information on customer experiences with the hospital. The survey was conducted during March 12 to April 30 in 2012. Data were analyzed by factor analysis, correlation analysis, regression analysis and descriptive statistics with SPSS 18.0.

Conclusion: Generally, respondents had positive feelings of all kinds of experiences toward the hospital, and the think experience was scored highest. The results proved that experiential marketing will affect customer satisfaction and customer loyalty. Among all the experiences, feel experience influenced customer satisfaction and loyalty most, followed by think experience, while the act experience didn’t show any significant whether in influencing customer satisfaction or customer loyalty. In addition, the study found that customer experience would affect customer loyalty through the intermediation of satisfaction. However, waiting time and service usage level showed no moderating effect between the experiential marketing and customer loyalty.

並列關鍵字

customer experience ； experiential marketing ； customer satisfaction ； customer loyalty ； Pediatrics

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