- 學位論文
憂鬱程度對服務品質及忠誠度之影響探討：以睡眠檢查為例
The influences of depression to expectation and perception of service quality and loyalty in medical services
摘要
近年來服務品質與忠誠度的相關研究在大眾服務業及醫療服務產業研究中已有許多相關實證，然而心理狀態引導感知服務品質進而影響忠誠度之相關議題亦值得研究，對於顧客可能有心理疾病的狀態下，如憂鬱程度，探討其對服務品質與忠誠度的影響卻很少人提出。本研究以醫療業為例針對不同憂鬱程度的患者，探討心理狀態對醫院服務品質及忠誠度的關係，以提升醫院服務品質，促使他們持續來此進行治療。本研究採結構式問卷，內容包括：病患社經資料、病患憂鬱程度、期望服務品質、感知服務品質及忠誠度；以中部某醫學中心之睡眠中心進行睡眠檢查的病患為研究對象，問卷共發放685份，回收431份，有效問卷282份。運用獨立樣本t檢定檢驗個變項與忠誠度的差異性，再用階層廻歸分析了解各變項之關聯性，最後運用結構方程模式瞭解各變項忠誠度的因果關係，藉以了解病患社經資料和憂鬱程度對服務品質及忠誠度之間的關係。結果顯示，女性憂鬱程度高於男性(β=-0.150, p=0.010)，年齡低者憂鬱程度較高(β=-0.185, p=0.003)，年齡高者期望服務品質較高(β=0.243, p<0.001)，憂鬱程度正向影響期望服務品質(β=0.158, p=0.009)；期望服務品質正向影響感知服務品質(β=0.158, p=0.011)，而感知服務品質正向影響忠誠度(β=0.897, p<0.001)。本研究以不同角度思考，探討憂鬱程度影響期望服務品質、感知服務品質及忠誠度之模式，更貼近病患心理去滿足所需求的服務品質，提升病患忠誠度。
並列摘要
There have been many related researches on the service quality and customer loyalty in the service industry and the medical industry. The customer perception of response may be effected by the psychological status is a valuable problem. In this study, we explored the relationship between level of depression, expectation and perception of service quality and loyalty in medical services, to enhance the quality of medical services and patient’s loyalty. A structured questionnaire consists of the patient’s socio-economic data, measurement of depression, expectation of service quality, perception of service quality, and loyalty, is adopted in the research. A sample of 685 patients with sleep disorders is collected from a sleep center in central Taiwan, while 431 were recovered and 282 were valid. Hierarchical regression and structural equation modeling (SEM) are used to examine the relationship between level of depression, expectation and perception of service quality and loyalty. Hierarchical regression reveals that perception of service quality is the mediator to clarify the relationship between the level of depression and loyalty. SEM analysis indicates the influenced route from depression to loyalty such as: female has higher depression than male (B= -0.150, p=0.010), age effects depression significantly (B= -0.185, p=0.003), depression influenced positively to the expected service quality (B=0.158, p=0.009), the expected service quality influenced positively to the perceived service quality (B=0.158, p=0.011), and the perceived service quality influenced positively to the loyalty (B=0.897, p<0.001). The SEM model based on diversified perspectives to explores the patterns of influenced route which is more realistic than regression. It helps us to get closer to patient’s psychological to meet the needs of service quality and enhance loyalty.