關係行銷對顧客滿意度與忠誠度之探討-以影像健康檢查為例

The impact of relationship marketing on customer satisfaction and loyalty-An empirical study of medical imaging healthcare center

馮慧卿(Hui-Ching Feng)

指導教授 ： 楊其璇

中臺科技大學/護理學院/護理研究所/碩士(2010年)

摘要

本研究目的在瞭解影像健康檢查中心顧客對關係行銷、顧客滿意度與忠誠度的認知及感受，並探討關係行銷對顧客滿意度與忠誠度之影響。
研究設計採橫斷式調查法，透過結構式問卷調查中部某醫學中心影像健康檢查顧客對關係行銷的認知及其滿意度與忠誠度。統計分析除描述性分析、皮爾森積差相關分析外，並以多變項線性迴歸及多變項邏輯斯迴歸探討顧客關係管理對顧客滿意度及忠誠度之影響，並計算其勝算比與95%信賴區間。
研究結果顯示：關係行銷與滿意度及忠誠度各構面皆呈現正相關，但關係行銷各構面與交叉購買意願、財務性結合各與價格容忍度及產品價值、結構性結合與向人推薦未達統計上顯著水準。滿意度各構面與忠誠度各構面間亦皆呈現顯著正相關。教育程度及財務性結合對滿意度有顯著影響。教育程度、財務性結合、產品價值及整體表現對忠誠度有顯著影響。
關係行銷概念不只適用於一般商業環境，亦適用於健康產業。影像健康檢查中心管理者，應視顧客需求，規劃個人化的醫療服務，以提升顧客滿意度及忠誠度，增進單位經營績效。

關鍵字

影像健康檢查顧客 ； 顧客忠誠度 ； 顧客滿意度 ； 關係行銷

並列摘要

This study aimed to identify the magnitude of relationship marketing, customer satisfaction, and loyalty, and explore the impact of relationship marketing on customer satisfaction and loyalty among a medical imaging healthcare center customers.
This is a cross-sectional survey with self-administered questionnaires. Univariate analysis and Pearson’s correlation coefficient were used to examine the association between variables. Multivariate liner regression and multivariate logistic regression were conducted to determine the relative significance of relationship marketing on customer satisfaction and loyalty, respectively. Odds ratios and 95 CI were calculated.
The overall relationship marketing and customer satisfaction and loyalty were found positively correlated; however, the dimensions of relationship marketing was not found significantly associated with cross-buying intention, financial bond, price tolerance, product value, structural bond, and customer recommendation. The dimensions of satisfaction and the dimensions of loyalty were found significantly correlated. The education level and the financial bond were significant predictors of customer satisfaction. The education level, financial bond, product value, and the overall satisfaction were significant predictors of customer loyalty.
The concept of relationship marketing not only applies to the general business environment, but also applies to health industry. The imaging healthcare center manager can design and provide the customer-made services to promote customer satisfaction, loyalty, and center’s performance based on the customer’s needs.

並列關鍵字

customer loyalty ； customer satisfaction ； Relationship marketing ； imaging healthcare center customer.

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