醫療服務業關係模式與顧客忠誠度之研究

The Study of Relationship Model and Customer Loyalty for Medical Treatment Service Industry

謝清林(Ching-Lin Hsieh)

指導教授 ： 吳忠敏

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2009年)

https://doi.org/10.6841/NTUT.2009.00352

摘要

醫療服務業雖然是屬服務業的一種，具備與一般服務業相同的特性：無形性、生產與消費不可分離性、異質性與不可儲存性；然而由於該產業專業需求程度較高，所提供的服務結果攸關顧客的生命健康與安全，因此進入障礙也較高，與一般服務業還是有所差異。
本研究根據文獻理論建構一個包含品牌權益、顧客忠誠度、服務品質、關係品質、關係行銷、與顧客滿意度等構面的關係模型，同時以顧客的心態為出發點，去探討在高專業需求的醫療服務產業中，不同生活型態、人口統計以及人格特質的顧客羣體與以上構面之間的互動關係。本研究以曾經使用過醫療服務的顧客羣為母體進行問卷調查，一共回收有效問卷為173份，運用統計軟體 SPSS12.0與LISREL 8.72 進行樣本結構分析、因素分析、信度分析、描述性統計、相關分析、變異數分析以及結構方程式模型分析。
本研究結果發現在醫療服務業中：(1)顧客忠誠度乃是建構其它構面的重要因素，顧客會因為忠誠度驅使而對關係模式中所有構面產生好感。(2)顧客相當重視關係品質、顧客滿意度與忠誠度三個構面的呈現，服務提供者應不斷檢視與調整，以穩固服務關係。

關鍵字

醫療服務業 ； 關係模式 ； 顧客忠誠度

並列摘要

Medical treatment service industry owned characteristics like intangibility, inseparability, variability and perishability. Since customers counted their health and lives on these providers, it especially required professionalism than the other service industries.
Based on former studies, an relational model which including brand equity, customer loyalty, service quality, relationship quality, relationship marketing, and customer satisfaction was established to testify if different groups of demographics, life Style, and personality trait had different interaction with it in medical treatment service industry.
Conclusions of this research were (1) The factor of customer loyalty motivated customers to feel positive towards all the other factors in this model. (2) Factors like relationship marketing, customer satisfaction and customer loyalty played very important roles in medical treatment service industry.

並列關鍵字

Medical Treatment Service Industry ； Relational Model ； Customer Loyalty

參考文獻

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