本文以中醫診所個案之求診者爲研究對象,藉由Parasuraman、Zeithaml與Berry三位學者所發展衡量服務品質模式(簡稱爲PZB模式)的五大構面即有形性、可靠性、回應性、保證性、關懷性,透過結構方程模式(Structural Equation Modeling, SEM),以多群組分析(Multiple-Group Analysis)與事後多重模式檢定(Post Multiple-Model Test),探討在服務品質五構面的模式下,民眾於看診前「期望服務」及看診後的「知覺服務」分別對顧客忠誠度之影響。研究結果發現,期望服務五構面與知覺服務的可靠性、保證性、關懷性三構面皆會影響顧客忠誠度,但是已婚和未婚兩群組於期望服務關懷性與忠誠度之間,卻有不一致的因果關係。
This study uses a Chinese medical clinic as an example to explore the relationships between service quality and customer loyalty. Through the use of structural equation modeling (SEM), multiple-group analysis and post model test, this study analyzes how customers' ”expected service” and ”perceived service” affect their loyalty under the five aspects of service quality-tangibles, reliability, responsiveness, assurance and empathy developed by Parasuraman, Zeithaml and Berry on service quality (also known as the PZB model). This study found that the five aspects of expected service and the three aspects (reliability, assurance and empathy) of perceived service have significant effects to customer loyalty. Moreover, from the results of multiple-group analysis, the marriage status (married and unmarried) has different cause-effect relationships in empathy aspect.
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