醫院附設商店街顧客忠誠度與服務滿意度調查及未來改善策略之研究：以南部某醫學中心為例

The Study on the Customer loyalty and Service Satisfaction and Future Improvement strategies for Hospital Additional Shopping Street – A Case of South Hospital Medicine Center

謝宗寶(Tsung-Pao Hsieh)

指導教授 ： 李樑堅

共同指導教授 ： 趙仁方(Ren-Fang Chao)

義守大學/管理學院/管理碩博士班/碩士(2014年)

https://doi.org/10.6343/ISU.2014.00373

摘要

近年來醫學中心附設地下街商場每日人潮不斷，因此國內許多大型醫學中心，因應醫院內部社區化與便利化服務之趨勢，均進駐設有專屬之內部商店街。而所提供的服務不僅只局限於餐飲，更包含其生活用品、醫療器材、藥品、銀行、郵局、美容、健身服務…等多元化之服務！然而因應時代潮流與趨勢發展，醫院整體服務品質的評比，不應只侷限於醫療服務之範圍，醫院附設商店街之整體服務品質，也將成為另一個評比的關鍵指標。
本研究以南部某醫學中心為個案，透過與專家、學者、業者之深度訪談後與逐字稿撰寫來歸納分析目前業界運作現況與顧客群分佈，並以相關文獻Gronholdt & Martensen & Kristensen（2000）顧客忠誠度四個構面、Lovelock & Wright（2002）服務品質五大項特點之理論作為問卷設計與定義基礎，分別針對醫院附設商店街之前三大顧客群(醫技與管理人員、病患、病患親友)進行忠誠度與滿意度的抽樣調查，最後依據質性與量化交叉分析的結果，引申歸納出醫技與管理人員對商店街消費忠誠度認同度最高，病患親友與病患其次，外部病患對商店街消費滿意度認同度最高，病患親友與醫技與管理人員其次，醫技與管理人員的忠誠度與滿意度影響因素為一定品質與偏好的產品或勞務，病患親友的忠誠度與滿意度影響因素為過往經驗的品牌特殊偏好與需求，外部病患的忠誠度與滿意度影響因素為滿足自我基本的生理需求。
在未來改善策略，忠誠度部分為推動知名廠商進駐、內部定期稽核追蹤、顧客關係經營、推薦他人消費可享促銷折扣之優惠。在滿意度部分為導入電子取餐號碼單與取餐順序號碼看板、預約排序掛號之服務模式、服務品質專業課程訓練、增設商店管理諮詢服務櫃檯與窗口、客製化訂單格式調整改善、客製化套裝餐點外送服務或親臨病房提供勞務服務。

關鍵字

服務品質 ； 滿意度 ； 忠誠度

並列摘要

In recent years, there are numerous crowds shopping at the attached underground shopping street of the medical center. Many domestic large medical centers also start to set up their own shopping street to cope with the trend of community-based hospital and providing convenient services. The domestic large medical centers in Taiwan all have their exclusively attached internal shopping street, and the services provided not only limited to food, but also included the diversified services, such as living supplies, medical equipment, pharmaceuticals items, banks, post offices, beauty, fitness services...etc. In response to the future trend of times and development, the appraisal for overall service quality of hospital will not only be limited to the range of medical services; the overall service quality of shopping street attached to the hospital also will become a key indicator of the appraisal.
This study will be conducted based on an individual case of a medical center in southern Taiwan, through the in-depth interviews with the experts, the scholars and the business owners to summarize and analyze the current operational status of the business and the customer group distribution. And with the related literatures from Gronholdt & Martensen & Kristensen (2000) “Four Dimensions of Customer Loyalty” and the theory from Lovelock & Wright (2002) “Five Characteristics of Quality Service” as the questionnaire design and definition base, to conduct sample survey of degree of loyalty and satisfaction to top three customer groups (medical technicians and management personnel, outpatients, relatives of patient) respectively, and based on the final results of qualitative and quantitative cross analysis to summarize related conclusions of the analysis, medical technicians and management personnel have highest degree in loyalty and acceptance of consumption to the shopping street (followed by relatives of patients and outpatients), outpatients have highest degree in satisfaction and acceptance of consumption to the shopping street (followed by relatives of patient and medical technicians and management personnel), the influence factors of degree of loyalty and satisfaction by the medical technicians and management personnel are the certain quality and preference of the products or labor services, the influence factors of degree of loyalty and satisfaction by relatives of patient are past experiences in brand’s special preferences and needs, the influence factor of degree of loyalty and satisfaction by the outpatients is satisfying the basic physiological needs themselves.
Future improvement strategies, improvement Strategy of Degree of Loyalty (Re-consuming desire, recommending to others): Well-known manufacturers to be stationed in the shopping street, regular internal audit & tracking, customer relationship management, promotional discounts to those who recommending others to consume. Improvement Strategy of Degree of Satisfaction (Tangibles, Assurance, Empathy): Induce electronic meal taking number slip and billboard for meal taking sequence number, service mode of pre-appointed sequential registration, professional training courses of service quality, add shop management consulting service counter and window, adjustment and improvement of customized order forms, customized set meals delivery service or providing in-room labor services at hospital wards.

並列關鍵字

Service quality ； degree of satisfaction ； degree of loyalty

參考文獻

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