服務品質、顧客滿意度與行為意圖間關係之研究－以台北市牙醫診所為例

A STUDY ON THE RELATIONSHIP AMONG SERVICE QUALITY, CUSTOMER SATISFACTION, AND BEHAVIORAL INTENTION—WITH DENTAL CLINIC IN TAIPEI CITY AS AN EXAMPLE

林家弘(Jia-hung Lin)

指導教授 ： 李賢哲

大同大學/經營設計學院/事業經營學系所/碩士(2004年)

摘要

以顧客滿意度作為評估醫療品質的手段，這樣的議題逐漸被感興趣。提升服務品質和提高病患滿意度，並擬定行銷策略來吸引病患是管理者必須做的功課。以行為意圖的角度來探討，如病患有正面的行為意圖，便會替該醫療院所作正面宣傳、並與之持續往來。因此，掌握病患行為意圖即代表該醫療院所也能掌握未來。本研究討論了牙醫診所如何來改善醫療品質及促進病患滿意度，嘗試對牙醫診所的管理者提供管理上的意涵與建議。
本研究以台北市牙醫診所之病患為例，採隨機抽樣的方式抽取6家牙醫診所，以該診所的病患為本研究的母體。實際發出300份問卷，共得264份有效問卷，有效問卷回收率88﹪。本研究利用結構方程式模型探討台北市牙醫診所的服務品質、顧客滿意度和行為意圖間之關係。並以多元回歸之統計分析方法找出五個服務品質因素中影響顧客滿意度的最重要因素。
結果顯示，此研究架構可以清楚的了解顧客決策的過程，以及藉此評估牙醫診所的績效，此外，高的服務品質，能夠導致較佳的顧客滿意度，進而帶來正面的行為意圖。而高的服務品質也同樣能夠帶來正面的行為意圖。本研究也發現診所的管理者應將焦點放在牙醫師的專業能力上，因為在五個服務品質的因素中，牙醫師的專業能力是最影響顧客滿意度的因素。

關鍵字

服務品質 ； 顧客滿意度 ； 行為意圖

並列摘要

A STUDY ON THE RELATIONSHIP AMONG SERVICE QUALITY, CUSTOMER SATISFACTION, AND BEHAVIORAL INTENTION—WITH DENTAL CLINIC IN TAIPEI CITY AS AN EXAMPLE

Advisor: Prof. Hsien-che Lee
Student: Jia-hung Lin

TATUNG UNIVERSITY
GRADUATE SCHOOL OF MANAGEMENT
MASTER’S THESIS

JUNE 2004

ABSTRACT

There is a growing managerial interest in patient satisfaction as a means of evaluating medical quality. It is the management homework for hospital owner to upgrade quality service and patient satisfaction and to propose marketing strategy in order to attract patient’s attention. We are going to study the behavioral intentions, once patients keep positive intention, they will have a positive word of mouth and continue contacting with health care system. Therefore, if one can forecast the patient behavioral intentions, he will take advantage of the future opportunity. This study attempts to provide managerial meanings and suggestions for the dental clinic managers to make a strategic decision.
Research population of this study was the dental clinic’s patients in Taipei City. This student selected 6 dental clinics at random. The 300 respondents produced a total of 264 usable questionnaires resulting in a response rate of 88%.
This student uses structural equation modeling (SEM) to evaluate the relationship among service quality, customer satisfaction, and behavioral intentions.
The results show that the proposed, integrated model may be a useful framework for understanding consumer decision processes as well as evaluating dental clinic performance more completely and high service quality in dental clinics can lead to better customer satisfaction, in turn, positive behavioral intention. Additionally, high service quality also leads to positive behavioral intention. The study also finds that technical competence in dental clinics should be considered with greater care. Among the five factors, technical competence factor shows the highest unique relationship with the dependent variable, customer satisfaction.

並列關鍵字

BEHAVIORAL INTENTION ； CUSTOMER SATISFACTION ； SERVICE QUALITY

參考文獻

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