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系統識別號 U0026-0205201519582100
論文名稱(中文) 醫療服務品質的體驗價值對顧客忠誠度與滿意度之影響-以台灣五大都會區之美容醫學診所為例
論文名稱(英文) The Effects of Experiential Value in Medical Service Quality on Customer Loyalty and Satisfaction - A Case Study of Aesthetic Medicine Clinics in Taiwan’s Five Major Metropolises
校院名稱 成功大學
系所名稱(中) 工業與資訊管理學系
系所名稱(英) Department of Industrial and Information Management
學年度 103
學期 2
出版年 104
研究生(中文) 邢靜宜
研究生(英文) Jing-Yi Sing
學號 R36011149
學位類別 碩士
語文別 中文
論文頁數 87頁
口試委員 口試委員-陳明德
口試委員-葉丁鴻
指導教授-張秀雲
中文關鍵字 服務品質  體驗價值  顧客滿意度  顧客忠誠度  SERVQUAL量表 
英文關鍵字 servicetial value  customer satisf quality  experienaction  customer loyalty  SERVQUAL scale 
學科別分類
中文摘要 美容醫學近年來發展迅速,不但大幅提升人類生活水準,也成為現今的經濟顯學,且隨著美容醫學產業日趨服務化,並演變成高度競爭之情況。今日,不論是提供產品或服務,對顧客都已經不夠,還須創造顧客獨特體驗,以顧客為中心,並加入無形產品(亦即服務)之評估,對此本研究加入體驗價值以補足此缺口。故本研究旨在探討美容醫學診所的服務品質、顧客滿意度、顧客忠誠度等變項,並以體驗價值作為中介變數,來探討彼此之交互關係。本研究模型建立後發展問卷,研究範疇以五大都會區(台北市、新北市、台中市、台南市、高雄市)美容醫學診所之顧客為研究對象,再以結構方程模式進行資料分析。本研究之實證結果有助於找出美容醫學診所的服務品質與體驗價值的差異,如何影響顧客忠誠度與滿意度,並且提出有效之改善建議。
資料分析結果發現:醫療服務品質對顧客滿意度及顧客忠誠度具有正向顯著影響、醫療服務品質藉由體驗價值對於顧客滿意度以及顧客忠誠度具有正向顯著影響、顧客滿意度對於顧客忠誠度具有正向顯著關係。本研究更發現,藉由衡量消費體驗,美容醫學診所可確切掌握顧客的體驗結果,以作為改善服務之指標,由於接受醫療服務的過程中充滿許多不確定性,體驗價值扮演著重要的中介角色,會加強顧客滿意度。未來研究可進一步針對體驗價值為中介變數,進行深入探討,因體驗價值會影響顧客滿意度及顧客忠誠度,其來自服務品質之好壞,因此可針對顧客體驗後之服務項目的滿意程度來進行服務品質項目精進的優先順序。
英文摘要 This study aimed to investigate the relationships among service quality, customer satisfaction, customer loyalty, using experiential value as an intermediate variable. Customers not only pay for products and services, but also for experiences, especially with regard to intangible products.This study conducted a survey among customers of aesthetic medical clinics operated in five metropolitan areas of Taiwan (Taipei, New Taipei, Taichung, Tainan, and Kaohsiung). The questionnaire was designed based on the SERVQUAL scale, and the data that was obtained was then analyzed using structural equation modeling (SEM). The results show that medical service quality is positively related to customer satisfaction and customer loyalty via experiential value,and that customer satisfaction is positively related to customer loyalty via experiential value.
論文目次 中文摘要i
英文延伸摘要ii
誌謝vi
目錄vii
表目錄ix
圖目錄xi
第一章緒論1
第一節研究背景與動機1
第二節研究目的與重要性3
第三節研究流程3
第四節研究範圍、特色與限制5
第二章文獻探討7
第一節美容醫學7
第二節服務品質、醫療服務品質9
2.2.1服務品質之定義與衡量10
2.2.2醫療服務品質之概念與衡量方法12
1. PZB服務品質模式14
2. SERVQUAL服務品質量表16
第三節體驗價值的產生與中介效果19
第四節顧客滿意度與顧客忠誠度23
1. 顧客滿意度23
2. 顧客忠誠度25
第三章研究方法27
第一節研究假設27
第二節研究架構29
第三節研究範圍、對象31
3.3.1 研究範圍31
3.3.2 研究對象32
第四節研究工具33
3.4.1 服務品質衡量構面、操作型定義與衡量問項33
3.4.2 體驗價值衡量構面、操作型定義與衡量題項35
3.4.3 顧客滿意度衡量構面、操作型定義與衡量題項35
3.4.4 顧客忠誠度衡量構面、操作型定義與衡量題項36
3.4.5 人口統計之衡量題項36
第五節資料蒐集與分析方法39
3.5.1 問卷前測40
3.5.2 資料分析方法40
第四章研究結果45
第一節前測分析結果45
4.1.1專家效度結果45
4.1.2問卷前測46
4.1.3信度分析46
4.1.4項目分析46
4.1.5因素分析46
第二節正式問卷施測49
4.2.1正式問卷回收描述49
4.2.2信度分析54
4.2.3測量模式分析56
4.2.4 結構方程模型分析59
1.模型適配度檢定59
2.路徑係數與假設檢定60
第五章研究結論與建議65
第一節研究發現與結論65
第二節未來研究方向69
參考文獻70
附錄84

表目錄

表2-1 美容醫學分類8
表2-2 本研究定義之美容醫學概念、範圍,以及服務分類8
表2-3 服務品質觀念整理表11
表2-3 服務品質觀念整理表(續) 12
表2-4 服務品質相關研究整理表14
表2-5 SERVQUAL服務品質衡量因素及組成變項表18
表2-6服務品質模式SERVQUAL量表構面比較19
表2-7體驗價值構面21
表2-8 修改後之PERVAL量表21
表2-9衡量顧客忠誠度之四構面26
表3-1 美容醫學診所醫療服務產品範圍32
表3-2 醫療服務品質操作性定義與衡量題項33
表3-2 醫療服務品質操作性定義與衡量題項(續) 34
表3-3 體驗價值操作性定義與衡量題項35
表3-4 顧客滿意度操作性定義與衡量題項36
表3-5 顧客忠誠度操作性定義與衡量題項37
表3-6 人口統計變項構面與衡量問項38
表4-1 前測項目分析與因素分析結果48
表4-1 前測項目分析與因素分析結果(續) 49
表4-2 正式問卷回收份數百分比49
表4-3 受測者背景與過去醫美服務消費經驗分布51
表4-3 受測者背景與過去醫美服務消費經驗分布(續) 52
表4-4 觀測變數平均數與標準差52
表4-4 觀測變數平均數與標準差(續)53
表4-5 各構面對應觀察變數之平均數以及標準差分析54
表4-6 正式問卷項目分析與因素分析結果55
表4-6 正式問卷項目分析與因素分析結果(續)56
表4-7 服務品質、體驗價值、顧客滿意度與忠誠度之驗證性因素分析結果57
表4-8 潛在變數之相關係數與鑑別效度分析結果58
表4-9 潛在變數之相關係數與鑑別效度分析結果58
表4-10模型適配度60
表4-11路徑係數與假設檢定61


圖目錄
圖1-1 研究流程4
圖2-1 服務品質的觀念性模式17
圖3-1 研究架構31
圖4-1 標準化模型路徑圖(括弧內為t統計量)62
圖4-2體驗價值在服務品質上對顧客滿意度之中介效果63
圖4-3體驗價值在服務品質上對顧客忠誠度之中介效果64
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