以Kano模式分析健檢顧客之需求與滿意度

Analyse by Way of Kano Model That is Strong in The Demand and Satisfaction which Examines the Customer to Study

蔡德龍(Te-Lung Tsai)

指導教授 ： 湯玲郎

元智大學/管理學院/管理研究所/碩士(2007年)

摘要

摘 要
由於全民健保制度之實施，各醫院經營日益困難，因此紛紛朝向健檢、美容等自費項目發展，但由於健檢市場競爭劇烈，各醫院健檢中心除了提高各項醫療服務的品質及水準外，如何了解顧客之真正需求才是最重要的，如此才可在競爭劇烈的市場中創造出生存契機。
本研究參考相關文獻及研究者多年的醫院臨床工作經驗，設計出「健檢客戶需求調查表」之Kano二維品質模式問卷表，由結構、過程及結果三大構面，再細分出：週邊環境、硬體環境、軟體環境、檢驗檢查、服務周到體貼、專業能力及服務結果感受等7個服務構面及44項服務品質要素，針對十家醫院健檢中心之客戶及員工進行問卷，並進行Kano品質歸納，隨後針對健檢客戶之需求，結合品質機能展開，以期更了解健檢客戶之真正需求，並藉以提出服務創新，以作為各醫院健檢中心改善服務品質之參考。
本研究發現：
1.不同族群（健檢客戶及健檢員工）對品質要素充足及不充足的部分看法上是有顯著差異，如「醫院提供全身正子斷層掃瞄」、「醫院與社區關係良好」及「醫院交通或停車方便」等。 ，，
2.健檢服務應朝向運用CRM之系統觀念，視客戶個別之需求，而提出「客製化個人健檢套餐」、「提供日後健康管理諮詢之加值服務」等「個別化」、「個人化」、「貼心化」之服務。
3.應加強各項員工之在職教育訓練，以適時的對客戶提供「符合個人需要的」服務，如此才能提高服務品質。
4.異業標竿學習思考式的服務創新：因經由Kano問卷後發現魅力項目不多，加上傳統醫院所提供之健檢服務僅為其醫療服務的一小部分，故經營策略上往往不離醫療服務之思考模式，應採異業標竿學習思考式的服務創新，如此應可創造出另一片藍海市場。

關鍵字

Kano模式 ； 健檢 ； 品質機能展開 ； 服務創新

並列摘要

ABSTRACT

Because the system for people’s health insurance has been under the implementation, it is difficult for every hospital to deal in day by day, move towards the project at one's own expense of cosmetology. The market competition becomes violently, every hospital is strong in examining the centre besides improving the quality and level of every medical care, how to understand the real demand of customer is the most important, and to create the opportunity of checking among the violent markets in competition.
This research consults relevant documents and researcher's clinical working experience of hospital has been for many years, Kano two-dimensional quality way questionnaire form designed ' strong in examining customer's demand questionnaire ', constructed the face greatly three fields by the structure, course and result, subdivide out again: Surrounding environment, hardware environment, software environment, checking, showing consideration service to examine, professional ability and service result person who experience 7 service construct surface and 44 service quality key elements. According to the examining for the customer and the staff of the centre to carry on the questionnaire by ten hospitals, carrying on Kano quality to sum up, to examine the demand of customer, to combine the quality function deployment, and to understand the hope of people afterwards, use to propose serving innovation, in order to be strong in examining the reference that the centre improves service quality as every hospital.
Originally discovery:
1.Different ethnicities ( The health insurance customer and the staffing), t he one sufficient and not sufficient to the key element of quality asks on a view, general people and hospital staff and impatient are on some questions, there is difference of showing on its view.
2.Strong in should move towards the systematic idea which use CRM to serve to examine, look at the customer for the other demand, propose ' guest to take individually examined set menu ', ' offer adding value of management consulting of the health in the future service ', individualize, ' close to take ' service.
3.Should strengthen the on-the-job education and training of every staff, customer offer ' right ' service correctly with, could raise the quality of serving.
4.The service of studying the thinking type of model of the different family property innovates: Whom traditional hospital offer is the health insurance service a little part of medical care, so the management tactics from thinking way of medical care, should adopt different family property model learn service innovation of thinking type, it can create the market of another stretch of “blue sea” market.

並列關鍵字

Kano Model ； Health Examination ； Quality Function Deployment ； Serving Innovation

參考文獻

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