本論文研究台灣曾經使用過醫學美容的消費者,對於業者所提供之服務品質、價格、專業強度、創新手法、以及消費者的引介強度、再購意願與忠誠度的看法,以瞭解這些觀察變項因素影響顧客忠誠度之程度。本研究對象,男女不拘,範圍限定在非侵入式的醫學美容為主,不限何種療程或服務,採取立意抽樣方式收集問卷,問卷設計有業者共同參與,故問卷內之所有問項均符合台灣醫學美容業所需,透過問卷調查將所得資料先做顧客背景資料分析和做顧客對各變項之評價分析,再進行描述性統計、變異數分析與相關分析,以及利用線性結構關聯(LISREL)分析工具來驗證假設及評鑑所建構結構方程模式(SEM)。研究結果發現,顧客對專業度的要求是所有觀察變項中最重要的變項,價格則為最不重要的變項,因為一般顧客對價格敏感度頗低。根據數據顯示,顧客年齡、教育程度、職業、居住地與月收入會都影響對觀察變項因素的看法。期能藉由本研究結果提供業者在有限資源下,聚焦於重要變項因素的加強執行,以降低成本,提高顧客忠誠度。
The purpose of this paper is to survey the customers who have ever used the services provided by the medical cosmetic industry centers in Taiwan. We intend to explore the relevant factors that affect customer loyalty. These factors include the quality of service, price, professional degree, innovative practice, recommendation degree, repurchased wiliness, and loyalty. Customers’ includs male and female and the scope is restricted to non-surgery medical treatments or services. Through purposive sampling, data is collected by questionnaires which are designed by the research team and practitioners. Thus, all guestions in guestionnaires match the needs of the medical cosmetic industry centers in Taiwan. The collected data is analyzed according to, consumers` background and the variables are assessed in terms of the customers` points of view. Then, descriptive statistics, ANOVA and correlation analysis are conducted. Furthermere, we use LISREL as an analysis tool to verify hypotheses, and evaluate the aptness of the proposed structural eguction model (SEM). The results indicate that the professional degree is the most important factor among all foctors, whereas the price is the most unimportant sina customers are less sensitive to the price. According to the results, the age, the education, the avocation, the resident site and the monthey income also influence the customers` points of view on each factor. It is expected that practitioners can reduce costs and improve customer loyalty under the constraint of limited resources.