醫院之服務品質、企業形象、顧客滿意度與忠誠度關係之研究

The Study on the Relationships Among Service Quality、Corporate Image、Customer Satisfaction and Customer Loyalty in the Hospital Industry

呂朝勳(Chao-Shin Lu)

指導教授 ： 陳定國

共同指導教授 ： 張紘炬(Horng-Jinh Chang)

淡江大學/管理學院/管理科學研究所碩士班/碩士(2008年)

https://doi.org/10.6846/TKU.2008.00890

摘要

傳統觀念中，品質與價格應是對等的，很多人認為成本降低會促使產品或服務品質降低，然而醫療服務業是攸關個體生命健康、且屬於低涉入程度之行業，因此醫療業者除了要提升服務品質，更要在顧客心中建立起對醫院的滿意度與忠誠度。
在醫院，醫師、護士、病患或陪同家屬等皆屬於醫院之顧客，因此本研究從顧客觀點，實證調查顧客在醫院消費、檢查或就診經驗，以了解服務品質與企業形象對顧客滿意度與忠誠度之關係。本研究透過問卷發放並蒐集417份有效樣本，運用SPSS 15.0版軟體建立因素分析、相關分析與迴歸分析，尋找各構面之關鍵影響因素，主要發現如下：
一、醫院之服務品質構面中，「保證性」對顧客滿意度與忠誠度比較有正面影響效果，顯示出醫院服務人員藉由專業技術、知識讓顧客提高信任與知名度。
二、醫院之企業形象構面中，「人性面」對顧客滿意度與忠誠度比較有正面影響效果，顯示出醫院服務人員具有負責、用心等正面形象，並將顧客生命與權益擺在第一。
三、研究調查中，受訪者對於醫療水準、滿意度、受尊重等議題之結果與健保局、衛生報導調查之結果相互接近，尤以醫療水準，在網路、交通的帶動下，配合低廉價格與高醫護團隊，增加民眾就醫的信賴。

關鍵字

醫院 ； 服務品質 ； 企業形象 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

Traditionally, the quality and price should be equal, Many people think that the cost reduction will lower the quality of products and services, medical services and individual health, however, are closely related, it’s a low degree of industry involvement, therefore the medical industry not only improve service quality, but also establish the hearts of hospitals in customer satisfaction and loyalty.
In the hospital, doctors, nurses, patients and family members all belong to the hospital accompanied by the customer. This study is from the customer point of view to make an investigation on customers in the hospital consumption, inspection or treatment experiences. In order to learn about service quality and corporate image on customer satisfaction and loyalty relations, this study uses SPSS15.0 to get establishments of factor analysis, correlation analysis and regression analysis through questionnaires and recovery of 417 valid samples to find the dimensions of the key factors affecting. Its main findings are as follows:
1. In hospital service quality dimensions, the "Assurance" on customer satisfaction and loyalty have more positive effects. It demonstrates hospital staff expertise, skills can improve customer trust and reputation.
2. In hospital corporate image dimensions, the "Humanity" on customer satisfaction and loyalty have more positive effects. It demonstrates hospital staff have positive image of responsibilities and intentions, and so on, looking upon their health and equity as priority.
3. In this study, the results of medical standards, satisfaction, and respected are closed to the results from Central Health Insurance Department and Health Reports. In particular, medical standards are subject to certain. With low prices and high quality health care team, they increase the trust of the people for medical treatment under the Internet and transportation.

並列關鍵字

Hospital ； Service quality ； Corporate Image ； Customer Satisfaction ； Customer Loyalty

參考文獻

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品質對顧客滿意度與顧客忠誠度之影響─以中油加油站為例”,