近幾年來台灣醫療保健環境變遷的相當激烈,由於疾病型態的轉變,再加上國民所得、教育程度及生活水準的不斷提高,國人對自身的健康問題日漸重視,民眾對健康檢查的需求也就日漸增加。在今日激烈競爭的健檢市場中,管理者必須要充分瞭解到影響受檢者的忠誠度及滿意度的重要因素。 過去的研究報告中多以單一研究構面來探討受檢者的忠誠度,或者是較少提出一套有系統的分析工具,依照其因果關係來串連各衡量構面,導致在各構面的研究指標缺乏說服力,造成研究結果不完全符合市場需求的重大缺失。本研究透過平衡計分卡的理論基礎,以一連串的因果關係連結本研究的多個衡量構面,探討多個構面對受檢者忠誠度直接或間接的影響。 根據問卷調查的結果,衡量健檢中心受檢者之滿意度及忠誠度,以及了解其行為表現,並透過平衡計分卡理論找出健檢中心在顧客構面、企業內部流程構面與學習與成長構面之改進建議,將所擬定之因應策略實際提供健檢中心在經營與管理上之參考依據。
Recently, the environment of Taiwan’s health care business has changed dramatically. Due to the rising standard of living and increased incomes, people pay much more attention to their health which leads to an increasing demand for health examinations. Nowadays, in the competitive health examination markets, management must understand the important factors affecting customer loyalty and satisfaction. Previous researches usually focused on a single dimension to investigate the relationship of customer loyalty and satisfaction which lead to less persuasive findings. This research employs the concepts of balanced scorecard to investigate the factors directly or indirectly influence the customer loyalty of the self-paid health examination. Through the investigating of information collected from questionnaire, this research explores the relationship between customer loyalty and satisfaction based on the concepts of the balanced scorecard. Some suggestions are made based on the perspectives: customer, internal business processes, and learning growth. The findings of this research will provide useful reference for strategic planning in health examination business.