探討醫療服務產業中顧客知覺價值、滿意與顧客口碑之關聯-以台灣中部區域級以上醫院為例

Exploring the Relationship among Customer Perceived Value, Customer Satisfaction and Word-of-Mouth in the Medical Services Industry-A Case study on Medical Centers and Regional Hospitals in Central Taiwan Region

許勝雄(Sheng-Hsiung Hsu)

指導教授 ： 陳永信

亞洲大學/管理學院/經營管理學系碩士班/碩士(2010年)

摘要

台灣各大醫院林立，以顧客角度，如何正確切入醫院問題的核心，以增加民眾對於醫院之公信力。本研究主要探討醫療服務產業中顧客知覺價值、滿意與顧客口碑之關連，且針對民眾對於選擇就診時之原因，將醫療服務品質歸類為三構面，包含「醫療設施品質」、「對醫事人員的信任」、「醫事人員服務品質」。本研究問卷發放對象為台中署立醫院與中國醫藥大學附設醫院兩大醫院之曾經就診或目前就診之民眾，且利用問卷調查法來進行問卷調查，並建立理論結構模式利用AMOS進行分析。
研究發現，顯示「醫療設施品質」、「醫事人員的服務品質」對顧客知覺價值與顧客滿意度有影響；「對醫事人員的信任」對顧客知覺價值有影響；而顧客知覺價值分別對醫療設施品質、對醫事人員的信任、醫事人員服務品質三者和顧客滿意度之間顯示有中介效應，表示民眾透過對於醫院的醫療設施品質、對醫事人員的信任與醫事人員服務品質之顧客知覺價值，進而達到顧客滿意程度；且不同醫院級別對顧客滿意度與顧客口碑方面，顯示無干擾效應，表示民眾不會因為醫院級別的差異，而影響顧客滿意度與顧客口碑之間的關係。

關鍵字

醫療服務 ； 顧客知覺價值 ； 顧客滿意度 ； 顧客口碑

並列摘要

By the customer perspective, how to cut into the core of the problem to increase the people regarding credibility of the hospital in the Taiwan's major hospitals. The research focused on service industries, customer perceived value, satisfaction and word-of- mouth of the relationship. And in the light of when people choose a hospital for the reasons, the quality of medical services are classified into three dimensions include: The quality of medical facilities; The confidence of the medical personnel; Service quality of health care staff. In this study, samples were the Department of Municipal Hospital of Taichung and China Medical University Hospital and two hospitals have consulted a doctor of the people or the current. And using questionnaires to collect data and build theoretical structural model and using Amos Analyze.
Research discover, the quality of medical facilities and the service quality of health care staff positive influence on customer perceived value and satisfaction; The confidence of the medical personnel positive influence on customer perceived value; customer perceived value has mediating effect on the link between the quality of medical facilities and satisfaction, the confidence of the medical personnel and satisfaction, the service quality of health care staff and satisfaction. Show as the people through the quality of hospital medical facilities, the confidence of the medical personnel, the service quality of health care staff of customer perceived value, thus achieving customer satisfaction. And levels in different hospitals reputation on customer satisfaction and word-of- mouth, showed no interference effect.

並列關鍵字

Medical services ； customer perceived value ； customer satisfaction ； word-of- mouth ； AND

參考文獻

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