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系統識別號 U0026-1901201314574600
論文名稱(中文) 醫療器材公司之顧客關係、服務品質、認知價值與顧客滿意度、顧客忠誠度之行銷策略研究-以H公司為例
論文名稱(英文) The Study on the Relationship between Customer Relationship, Service Quality, & Perceived Value and Customer Satisfaction & Customer Loyalty - An Example of 「The H MEDICAL INC」Case
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 101
學期 1
出版年 102
研究生(中文) 余家琛
研究生(英文) CHIA-CHEN YU
學號 R07004204
學位類別 碩士
語文別 中文
論文頁數 132頁
口試委員 指導教授-祝鳳岡
口試委員-王明隆
口試委員-劉明德
中文關鍵字 顧客關係  服務品質  認知價值  顧客滿意度  顧客忠誠度  醫療 
英文關鍵字 Customer Relationship  Quality of Service  Perceived value  Customer loyalty  Customer Satisfaction, Medical 
學科別分類
中文摘要 本研究主要是以H公司的顧客為研究對象,探討使用者對於H公司的顧客關係、服務品質、認知價值、顧客忠誠度與顧客滿意度間的關連性。研究針對有醫療器材的醫療院所及相關產業研究單位等作為問卷抽樣進行調查,共計發出300份問卷,回收284份,扣除部份內容不完整的36份問卷,回收之有效問卷共有248份,問卷的回收率為82.67%。根據研究目的的需要,將利用統計方法,因數分析、信度分析、皮爾森相關、多元迴歸、變異數分析等方法進行實證分析。實證結果發現如下:
經由分析結果顯示,顯示顧客關係、服務品質、認知價值對顧客忠誠度與顧客滿意度具有正向的影響,其中技術創新對顧客滿意度與服務品質對顧客滿意度的影響效果顯著,此外認知價值會正向影響顧客忠誠度與顧客滿意度,顧客滿意度會正向影響顧客忠誠度。
研究結果顯示,不同顧客群所重視的服務項目並無明顯的差異,其中以重視實務技術服務品質人數最多,因此H公司應持續維持良好的技術服務品質,以提高顧客滿意度與忠誠度。此點可做為H公司提升內部核心價值與規劃行銷策略的參考。
英文摘要 In this study, the researcher tries to discuss the relationship between customer Relationship、quality of Service、perceived value、customer loyalty、and customer Satisfaction for H Company. Random questionnaire surveys were taken in the analysis department of several hospitals. The participants are narrowed down to only user of H Company’s medical facilities. In total, 300 copies of questionnaires were collected, and 282 valid questionnaires were returned,with a valid return rate of 82.67%.
Based on the purpose and assumption of the study, SPSS was adopted to analyze data. Statistical methods used in this study include Factor analysis, ANOVA, Duncan's test, T-test, Pearson's product –moment correlation analysis.After the analysis of the data and the validation of the assumptions, the following conclusions are drawn:
First, customer relationship,quality of service,perceived value,customer satisfaction,and customr loyalty has positive direct influence on each other.Next,both customer relationship and quality of service have significant effects on customer satisfaction.Also,customer satisfaction has significant effect on customer loyalty.
In the variables of demographic statistics, the different gender, level of education,and location of residence has no significant effect on customer relationship,quality of service, perceived value, customer satisfaction,and customer loyalty.However,different age does have a significant effect.
Based on customer’s views on the service items promoted by H Company,we can see how information of H Company’s new products on the internet and high-quality technical training influence service quality.The critical steps for H Company to directly improve customer satisfaction and customer loyalty are through maintaining high-quality technical training and promptly updating product information on the internet.This point may be used as reference when the company is establishing marketing strategies.
In the variables of demogtaphic statistic,the different sex,level of education and resident’s location had no significant effect on Customer Relationship、Quality of Service、Perceived value、Customer loyalty、Customer Satisfaction. The age had significant effect on Customer Relationship、Quality of Service、Perceived value、Customer loyalty、Customer Satisfaction.
Based on the customer's views about the service items they promoted by H compnay, truely, the information of H company’s new products on web and high quality technical training will influence the service quality .The key point steps for H company to upgrade Customer Satisfaction and Customer loyalty direct through high quality technical training and update product’s information on web speedily. this point can be used as reference when promotion strategy is to be established.
論文目次 目錄
中文摘要............................................................................................................................Ⅰ
英文摘要............................................................................................................................Ⅱ
誌謝.....................................................................................................................................Ⅳ
目錄.....................................................................................................................................Ⅴ
表目錄................................................................................................................................Ⅶ
圖目錄................................................................................................................................Ⅹ
第一章緒論........................................................................................................................1
第一節 研究背景......................................................................................................1
第二節 研究目的......................................................................................................2
第三節 研究範圍與對象..........................................................................................4
第四節 研究流程......................................................................................................4
第二章文獻探討................................................................................................................6
第一節 顧客關係......................................................................................................7
第二節 服務品質......................................................................................................9
第三節 認知價值.....................................................................................................19
第四節 顧客滿意度.................................................................................................23
第五節 顧客忠誠度.................................................................................................27
第三章研究方法..............................................................................................................32
第一節 研究架構....................................................................................................32
第二節 操作定義與問卷設計................................................................................34
第三節 問卷設計....................................................................................................40
第四節 研究對象....................................................................................................42
第五節 資料分析方法............................................................................................43
第四章研究結果............................................................................................................48
第一節 樣本分析..................................................................................................49
第二節 描述性統計分析......................................................................................51
第三節 因素分析與信度檢定..............................................................................60
第四節 相關分析..................................................................................................73
第五節 迴歸分析..................................................................................................79
第六節 差異性分析..............................................................................................96
第七節 假設驗證.................................................................................................103
第八節 質化訪談.................................................................................................107
第五章結論與建議.......................................................................................................109
第一節 研究結論.................................................................................................109
第二節 研究建議.................................................................................................115
第三節 研究限制與未來研究發展與建議.........................................................117
參考文獻.......................................................................................................................119
附錄一正式問卷...........................................................................................................125


表目錄
表 2-1 顧客關係管理定義.........................................................................................8
表 2-2 服務品質之發展...........................................................................................12
表 2-3 服務品質之衡量構面...................................................................................14
表 2-4 服務品質十項構面.......................................................................................16
表 2-5 PZB服務品質之衡量構面.............................................................................17
表 2-6 認知價值之概念...........................................................................................22
表 2-7 顧客滿意度之概念.......................................................................................24
表 2-8 顧客滿意度構面...........................................................................................26
表 2-9 顧客忠誠度構面...........................................................................................30
表 3-1 顧客關係之衡量構面及操作型定義...........................................................35
表 3-2 服務品質之衡量構面及操作型定義...........................................................36
表 3-3 認知價值之衡量構面及操作型定義...........................................................37
表 3-4 顧客滿意度之衡量構面及操作型定義.......................................................38
表 3-5 顧客忠誠度之衡量構面及操作型定義.......................................................39
表 3-6 人口統計變項...............................................................................................39
表 3-7 研究構面及問卷題數...................................................................................41
表 3-8 問卷回收整理...............................................................................................43
表 3-9 Cronbach 'sα係數之參考指標.................................................................46
表 4-1 人口變數統計資料.......................................................................................50
表 4-2 顧客關係構面之平均數與標準差...............................................................52
表 4-3 服務品質構面之平均數與標準差...............................................................54
表 4-4 認知價值構面之平均數與標準差...............................................................56
表 4-5 顧客滿意度構面之平均數與標準差...........................................................57
表 4-6 顧客忠誠度構面之平均數與標準差...........................................................59
表 4-7 顧客關係構面之因素分析與信度檢定.......................................................62
表 4-8 服務品質構面之因素分析與信度檢定.......................................................64
表 4-9 認知價值構面之因素分析與信度檢定.......................................................67
表 4-10 顧客滿意度構面之因素分析與信度檢定................................................70
表 4-11 顧客忠誠度構面之因素分析與信度檢定................................................71
表 4-12 Pearson相關分析....................................................................................73
表 4-13 顧客關係對顧客滿意度的迴歸分析........................................................74
表 4-14 顧客關係、對顧客忠誠度構面的迴歸分析............................................74
表 4-16 服務品質對顧客忠誠度構面的迴歸分析................................................75
表 4-17 服務品質對顧客滿意度構面的迴歸分析................................................75
表 4-18 服務品質對顧客忠誠度構面的迴歸分析................................................76
表 4-19 認知價值對顧客滿意度構面的迴歸分析................................................76
表 4-20 認知價值對顧客忠誠度構面的迴歸分析................................................77
表 4-21 認知價值對顧客忠誠度構面的迴歸分析................................................77
表 4-22 服務品質對認知價值構面的迴歸分析....................................................78
表 4-23 服務品質對認知價值構面的迴歸分析....................................................78
表 4-24 顧客滿意度對顧客忠誠度構面的迴歸分析............................................78
表 4-25 顧客關係、服務品質、認知價值對顧客滿意度的迴歸分析................81
表 4-26 顧客關係、服務品質、認知價值對顧客忠誠度構面的迴歸分析........82
表 4-27 顧客關係對顧客忠誠度之複迴歸分析....................................................83
表 4-28 顧客關係對顧客滿意度之複迴歸分析....................................................85
表 4-29 服務品質對顧客滿意度之複迴歸分析....................................................86
表 4-30 認知價值對顧客滿意度之複迴歸分析..............................……...……...88
表 4-31 顧客關係對顧客忠誠度之複迴歸分析………………………….….......90
表 4-32 服務品質對顧客忠誠度之複迴歸分析……………………….…….......92
表 4-33 認知價值對顧客忠誠度之複迴歸分析…………………….................94
表 4-34 認知價值對顧客忠誠度之複迴歸分析.................................................95
表 4-35 性別 t檢定分析結果.............................................................................97
表 4-36 年齡與各構面的分析結果.....................................................................98
表 4-37 教育程度與各構面的分析結果…………………………………..…...99
表 4-38 職業與各構面的分析結果.....................................................................100
表 4-39 居住地區與各構面的分析結果.............................................................101
表 4-40 個人月平均收入 t檢定分析.................................................................102
表 4-41 研究假設與驗證結果之彙整.................................................................103
表 4-42 人口統計變數研究假設與驗證結果之彙整.........................................104

圖目錄
圖1-1 研究流程..............................................................................................................5
圖 2-1 Gronroos整體認知服務品質模式......................................................................10
圖 2-2 認知價值內之各項變數意涵的說明.................................................................21
圖 2-1 忠誠度三角模式.................................................................................................29
圖 3 -1本研究架構.........................................................................................................33
圖 4 -1 H醫療器材有限公司研究架構...............................................................................106
參考文獻 參考文獻
中文部份
1. 洪嘉蓉 (2003),「服務品質、滿意度與忠誠度關係之研究─以中華電信公司ADSL顧客為例」,大葉大學資訊管理研究所碩士論文。
2. 葉雅菁(2003),「從顧客關係管理與關係價值探討顧客忠誠度之研究-以航空業為例」,國立海洋大學航運管理學系碩士論文。
3. 方資文(2003),「關係價值、滿意度與顧客忠誠度關係之實證研究─以國泰人壽為例」,義守大學管理科學研究所碩士論文。
4. 邱彩鳳(2004),「關係品質、滿意度與忠誠度關係之研究-以嘉義市證券商為例」,南華大學管理科學研究所碩士論文。
5. 尹代豪(2004),「飛航臺灣國際航線航空公司之品牌忠誠度研究」,國立東華大學企業管理學系碩士班碩士論文。
6. 陳美惠(2006),「滿意度、信任、關係價值與承諾之關聯性研究-以旅行社通路成員為例」,南華大學旅遊事業管理研究所碩士論文。
7. 羅建昇(2008),「台灣筆記型電腦品牌形象決定因素及其對消費者滿意度與忠誠度之影響-以關係品質與關係價值觀點之分析」,國立台北大學國際企業研究所碩士論文。
8. 杉本辰夫著,盧淵源譯(1986) ,「事務、營業、服務的品質控制」,中興管理顧問公司出版。




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