長期照護之服務品質、口碑傳播與顧客滿意度之相關研究-以台中鈺善園護理之家為例

本研究的目的旨在探討一般社會大眾對於長期照護服務品質、口碑傳播與顧客滿意度彼此之間的相關性。由於台灣人口日漸老化，就我國目前整體社會發展趨勢來看，「在地老化」應為未來照護規劃之方向與目標，讓長者看見了生命的價值，努力的自我實現來成就自己的人生，如此才能夠不臥床而優雅的老去。　　研究方法：本研究採用資料蒐集法、KJ 法、訪談法與問卷調查法，針對服務品質、口碑傳播、顧客滿意度三個構面進行項目分析、信效度分析、描述性統計分析、t檢定、單因子變異數分析、皮爾遜積差相關分析及迴歸分析。　　研究結果顯示：一、基本資料之不同對於服務品質與口碑傳播有著部份的顯著差異性，女性與從事自由業者對於口碑傳播的交流層面較為滿意，而男性與居住花東地區的消費者對於口碑傳播的廣告層面較為滿意；二、服務品質與口碑傳播彼此之間具有顯著的正相關；三、服務品質與口碑傳播對於顧客滿意度具有顯著的預測力，服務品質中之滿足因子以及口碑傳播中之交流層面因子、資訊層面因子為一般消費者對照護機構之滿意度的關鍵因素。　　根據研究結果提出五點建議：一、在服務品質方面:透過不斷的溝通，讓消費者真正感受到對服務品質提升的用心。二、在口碑傳播方面:不定期的透過社群傳媒及手機 APP 功能，建立更貼近消費者的互動環境。三、在不同背景變項方面: 針對不同區域的消費者進行不同的宣傳策略。四、在教育訓練方面:推行短期與長期的訓練和專業證照的取得。五、衛教知識普及方面:讓醫療知識普及與充分運用在生活當中，深植「自立支援」的觀念、做好自我健康管理，以節省有限的醫療資源。

關鍵字

長期照護；服務品質；口碑傳播；顧客滿意度

並列摘要

The goal of this research is to investigate the general public’s opinions on existing long term elderly care infrastructure with the respect to care quality, endorsing facilities’ reputation, customer satisfactions, and their relationship between each other. Due to the aging population in Taiwan, one of the nation’s future goals should be focusing on “aging in place”; to let elders experience the meaning of life and continue to invigorate themselves even at late stage in life so that they do not wither away in bed. 　　This research uses data from interviews, questionnaires, and affinity diagrams, focusing on service quality, boosting reputation through word of mouth, and customer satisfactions. The data is itemized, separated by their validity, and presented through statistical analysis. 　　Results show (a) different population groups have different areas of satisfaction in regards long term care: Female and freelancer are more satisfied with facility endorsements from the communication perspective while male and people living in Eastern Taiwan are satisfied from the advertisement perspective; (b) there is a positive correlation between care quality and customers endorsing facilities; and (c) care quality, facility endorsement, and information availability have different influences on customer satisfaction. 　　Base on the results this research suggests (a) customers experiences service quality the most through communications; (b) advertise the care facility through social media and mobile applications to build more personal connections; (c) Use different tactics to approach different group of customers; (d) promote long term and short term care certification and facilitate the certification process; and (e) educate the public on public health: let the general population understand all available resources to establish a concept of “self-help” to allow the public not only to take care of themselves but also minimize public health’s resource waste.