生技醫療是目前深受矚目的明星產業,尤其在幹細胞研究上更是潛力無限,直到今天,幹細胞應用依然不斷地有快速的突破與發展。 2007年權威科技期刊「自然」(Nature)雜誌將基因科技與幹細胞分別選為年度十大風雲科技的第一、二名。基因體與幹細胞已經再度引領期盼,並將透過更成熟的應用市場來實踐個體化醫療的福祉。 本研究運用既有顧客之消費行為模式的分析,了解服務品質與顧客滿意度、忠誠度之關聯,增進既有顧客之儲存進而推薦口碑與宣傳。以推動關係行銷,增進顧客終生價值以及減少不確定性,提供給訊聯臍帶血銀行參考,可以使訊聯生技公司了解消費者之認知與態度,未來可朝向資訊對稱傳遞之方向努力,對生技產業發展有良性助益。 本研究旨在探討服務品質、顧客滿意度、顧客忠誠度與購買意願間之關聯性;並以台灣臍帶血幹細胞產業中,品牌經營卓著的台灣訊聯生物科技為研究對象。本研究總計發放800份問卷,回收有效問卷為402份,問卷回收率為50.25%,研究方法以結構方程模式來驗證本研究各構面間的影響關係。本研究主要發現如下:服務品質對顧客滿意度有顯著的正向影響﹔顧客滿意度對顧客忠誠度有顯著的正向影響﹔顧客忠誠度對購買意願有顯著的正向影響﹔服務品質對顧客滿意度有顯著的正向影響。本研究結果顯示,服務品質係為企業追求轉型成功、與規模、業績成長的關鍵成功因素之一。文末並提出臍帶血產業之管理意涵。
This contribution aims to explore the relationships between service quality, customer satisfaction, customer loyalty and purchase intention. We use an example of BIONET, a pioneer of umbilical cord blood banking service in Taiwan. Our survey, response rate is 50.25%, gets 402 usable questionnaires. This research used structural equation model (SEM) to measure the relationship between the variables. The major findings of this research are as follows: Service quality has a significantly positive impact on customer satisfaction. Customer satisfaction has a significantly positive impact on customer loyalty. Customer loyalty has a significantly positive impact on purchase intention. Service quality has a significantly positive impact on customer loyalty. Nevertheless, service quality has no impact on purchase intention. This research may expand the knowledgebase of the interrelationship of service quality, customer satisfaction, customer loyalty and purchase intention and offer marketing insight for biotechnology sector.