近二十年來,客戶?意以吸引各領域之服務研究學者的注意,而服務品質模式的各類型量項則廣被用以測量健康中心之客戶的?意度。本研究打算針對台灣醫院之客戶建立較廣泛的探討,使更深入理解決定服務?意度的因素。 我們藉由納入服務傳遞時的公平性來擴充醫療服務品質的模式,以說明為何公平服務模式對客戶滿意的重要,以及其如何影響客戶滿意度。 我們執行單一時期的問卷測量,母體樣本為台灣醫院的病患,並採用PLS-Graph工具評估數據之可靠性、有效性和假設的檢定。研究結果顯示,公平的服務不僅影響客戶滿意度,同時和服務品質一樣會影響病患對醫院的信任度和感受到的客戶價值,因此,服務的公平性必頇在傳遞服務時被強調。 本研究的主要貢獻,即提供醫療服務研究領域,在考慮服務品質對客戶滿意度的同時,必頇納入公平性以獲得更完整的研究結果。
Customer satisfaction has drawn great attention of service researchers in different disciplines in these two decades. The measurement of customer satisfaction was regarded as a function of service quality by a variation of the SERVQUAL instrument in medical service. This study is to build a broader understanding of the determinants of customer satisfaction for hospitals in Taiwan. We employ broader medical services by incorporating the perceptions of fairness in service delivery (FAIRSERV) to show the importance of FAIRSERV to customer satisfaction. We conduct an empirical survey, including samples of customers from the hospitals in Taiwan, and use PLS-Graph to evaluate the measures of reliability as well as validities, and to test the hypotheses. The results show that fair service not only has a significant impact on customer satisfaction but also plays a role equivalent to service quality in determining customers’ trust and their perceived value, which in turn lead to customer satisfaction to the service provided in Taiwan hospitals. Thus, the impact of FAIRSERV on customer satisfaction is significant. The examination the impact of service quality on customer satisfaction for medical service should incorporate fair service as a major contributor for more rigorous research results.