應用IPA與Kano Model評估醫美診所之服務品質

Applying IPA and Kano Model to Evaluate Service Quality of Medical Cosmetology Clinics

劉宜姍(Yi-Shan Liu) ； 李怡慶(Yii-Ching Lee) ； 張炳華(Bin-Wha Chang) ； 馮兆康(Chao-Kang Feng)

《管理實務與理論研究》 14卷2期 (2020/12) Pp. 59-73

https://doi.org/10.29916/JMPP.202012_14(2).0004

摘要

背景：全民健保限制了醫院與診所的盈收，許多醫療院所為了增加收入，開發醫療自費項目，導致醫學美容機構或診所如雨後春筍般出現，醫美市場競爭也益形激烈。目的：了解顧客對醫美診所服務品質之感受，再以IPA重要－表現分析法與Kano二維品質模式兩種方法交叉分析並找出顧客不滿意之處及優先改善服務品質之因子。方法：採橫斷性研究，以彰化縣與臺中市民眾，且過去一年內曾經到「醫學美容診所」進行「醫學美容醫療服務」消費的顧客為研究對象。採便利抽樣與問卷調查法蒐集資料，共回收有效樣本316份，回收率90.2%。結論：服務品質重要性總平均得分4.41，滿意度總平均得分4.07，達到滿意程度，顯示醫美診所服務品質符合顧客期望；服務品質重要性與滿意度呈現正相關；以KANO與IPA兩種方法交叉分析後，「診所醫療（服務）人員具備良好的效率」為兩者皆有的項目，且屬於一維品質，表示此品質要素是否充足會影響到顧客滿意度，此項為醫美診所服務品質之關鍵因子，因此需優先作改善及加強人員的效率，以滿足顧客需求，使滿意度提高，達到最佳的效益。

關鍵字

醫美診所 ； IPA重要－表現分析法 ； Kano二維品質模式 ； 服務品質

並列摘要

Background: Due to the restriction from the National Health Insurance, many medical institutions have developed optional self-paid service to increase their income. As a result, this phenomenon has led beauty institutions to spring up, which has also intensified the competition among the market. Purpose: Evaluate the customer's feelings about the service quality of, and then use the two methods of IPA and Kano Model to cross-analyze for finding out the customer's dissatisfaction and priority factors to improve service quality. Method: A cross-sectional study conducted with customers in Taichung and Changhua County, and who had visited a ＂medical beauty clinic＂ in the past year. Convenience sampling and questionnaire survey were used to collect 316 valid samples were recovered, with a recovery rate of 90.2%. Conclusions: The service quality overall average score of importance is 4.11 and the satisfaction is 4.07, which is reaching the degree of satisfaction. This result indicates that the quality of medical clinic services meets customer's expectations. The importance and satisfaction of service quality are positively correlated each other. By doing cross-analysis to these two methods, that factor ＂clinics personnel have good efficiency＂ is the one that exists in both, and belongs to one-dimensional quality. This implies that whether this quality element is sufficient or not will affect customers' satisfaction.Therefore, it is necessary to give priority to improving and strengthening the efficiency of personnel to correspond customer needs, increase satisfaction, and achieve the best benefits.

並列關鍵字

Medical Cosmetology Clinics ； Importance-Performance Analysis ； Kano Model ； Service Quality

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