醫療產業服務品質、知覺價值對推薦行為意願之影響

The impact to willingness of recommendation by medical service quality and perceived value

蘇秀敏(Hsiu-Ming Su)

指導教授 ： 李宜昌

中山醫學大學/健康管理學院/醫療產業科技管理學系碩士班/碩士(2017年)

摘要

台灣醫療產業隨著經濟的成長及國民生活水準的提升而快速發展，各醫療院所為爭取廣大顧客就醫，紛紛朝向連鎖化、大型化、集團化發展，相互競爭激烈。改變顧客就醫習慣及增加選擇性及可近性，顧客對醫療服務品質更加重視及要求。
本研究目的是探討醫療機構服務品質、知覺價值對推薦行為意願之影響；於服務品質的構念上，採用 PZB（1988）服務品質的概念化模式，及Sweeney & Soutar (2001) 知覺價值各探討顧客服務缺口及知覺價值同意程度對推薦行為意願之影響。利用問卷調查法，對象為中部某區域醫院之外部顧客及內部顧客，共計300份，有效回收282份，有效回收率94.0%，有效問卷資料以SPSS 18統計軟體進行資料分析。
本研究結果發現如下:
一、外部顧客與內部顧客對服務品質、知覺價值、推薦行為意願，具有統計上顯著差異性，大致皆以外部顧客顯著性高於內部顧客。
二、外部顧客與內部顧客的不同特質對於服務品質期望服務及實際感受皆有不同程度顯著性的差異。
三、外部顧客與內部顧客的不同特質對於知覺價值，只有內部顧客有不同程度顯著性的差異。
四、外部顧客與內部顧客的不同特質對於推薦行為意願皆有不同程度顯著性的影響。
五、外部顧客與內部顧客對服務品質的有形性及保證性實際感受滿意度愈高，對推薦行為意願者則愈高。
六、外部顧客與內部顧客的知覺價值對推薦行為意願之影響，發現具有顯著正向影響。但內部顧客於經濟價值構面上未顯著。
七、在IPA矩陣分析中，落在第四象限共2項，外部顧客於「有形性」、「保證性」，是必須要加強改善的重點。對醫院服務品質之重視程度評價外部顧客較重視可靠性>保證性，內部顧客較重視保證性>可靠性。
服務缺口部份：外部顧客介於-0.26 ~ -0.80間；內部顧客介於-0.31 ~ -0.93間。
本研究結論及建議，期能提供個案醫院經營方向及競爭策略計劃的參考及未來研究之建議。

關鍵字

醫療機構 ； 服務品質 ； 知覺價值 ； 推薦行為意願

並列摘要

Economic rising and life quality improvement in Taiwan stimulated the rapid development of Taiwan medical industry. For acquiring the majority of customers for medical treatment, the medical institutions in Taiwan have to chain, larger-scale group development. Improving medical service is important for medical institutions in Taiwan to increase the customers’ willingness to use services.
The purpose of this study is to study the influences of service quality and perceived value of medical services provided by medical institutions on customers’ willingness of recommendation. PZB service quality theory was used as a theoretical basis to develop the conceptualization of constructs of service quality. Sweeney& Soutar (2001)’s was used as a measurement on customer’s perceived value in the study. A questionnaire was delivered to internal and external customers of one of rural hospitals in central Taiwan. Total 300 questionnaires were distributed and 282 questionnaire were received yielded a 94% response rate. SPSS 18 was used as the statistical analysis tool. The result of analysis revealed that:
(1)The differences of the perception on service quality, perceived value, recommendation willingness between external customers and internal customers are statistically significant generally all external customers significantly higher than the internal customer;
(2)The different characteristics of external customers and internal customers for service quality expectations of service and the actual experience are different degrees of significant differences;
(3)The different characteristics of external customers and internal customers for perceived value, only the internal customers have different degrees of significant differences;
(4)The different characteristics of external customers and internal customers have different degrees of significant impact on recommended behavioral intentions;
(5)External customers and internal customers on the service quality of the tangible and guarantee the actual feeling of satisfaction with the higher, the higher the recommendation willingness;
(6)The perceived value of external customers and internal customers has a significant positive impact on the willingness to recommend behavior. But the internal customers in the economic value of the surface is not significant.
(7)In the IPA matrix analysis, the fourth quadrant in the fourth quadrant, external customers in the "tangible", "guarantee", it is necessary to strengthen the focus of improvement. Evaluation of the quality of hospital service quality of external customers pay more attention to reliability> assurance, internal customers pay more attention to the guarantee> reliability. Service gap: external customers between -0.26 ~ -0.80; internal customers between -0.31 ~ -0.93.
The findings and recommendations of this study will provide a reference to the direction and competitive strategy of the case hospital. Moreover, the recommendations can be reference in future research.

並列關鍵字

Medical Institution ； Service Quality ； Perceived Value ； Recommendation Willingness

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