高階影像健檢之服務品質與顧客滿意度、忠誠度關聯性研究

Abstract

研究目的： 近年來，由於生活型態改變、人口高齡化、疾病年輕化等因素，再加上教育水準及所得提升，民眾愈來愈注重自身的健康，同時健檢產業的競爭日益激烈，各類型的健檢機構如雨後春筍般的設立，高階影像健檢也是其中之一。 服務業對滿意度及忠誠度的研究相當多，但在醫療業則相對較少。本研究參考國外顧客滿意度模式，應用於高階影像健檢的消費者。經由相關文獻的探討之後，提出本研究的顧客滿意度及忠誠度假設，然後透過問卷調查的方式驗證，同時以統計數據，驗證模式中各變項間之相關性，以及顧客基本資料對於知覺價值、滿意度、忠誠度的影響。 研究方法： 本研究採橫斷面調查法，調查期間為2009年10月15號到11月30號，對象為台北市某一私人高階影像健檢中心的顧客，現場問卷共發放172份，有效回收問卷131份，有效回收率76.16％。本研究採用變異數分析及多元迴歸分析，來探討顧客基本資料、服務品質、產品品質與知覺價值、顧客滿意度、顧客忠誠度之間的相關性。 研究結果： 本研究重要結果：（一）50歲以下年輕受檢者的忠誠度顯著高於51歲以上的受檢者，（二）「自發性受檢者」在知覺價值、滿意度、忠誠度三方面，平均分數都顯著高於「非自發性受檢者」，（三）「曾經來過」的受檢者，知覺價值感受較高，（四）影響知覺價值的主要因素為服務品質，其中又以「體貼性」影響成份最高，產品品質的影響較小，且未達顯著水準，（五）影響滿意度的主要因素為服務品質及知覺價值，其中又以「醫療核心服務」影響成份最高，產品品質的影響較小，且未達顯著水準，（六）影響忠誠度的主要因素為滿意度，詳究其原因，以「醫療核心服務」影響成份最大，服務品質及產品品質對於忠誠度的直接影響較小，且未達顯著水準。 研究結論： 產品的品質（包括硬體設備、服務過程）對於知覺價值、滿意度、忠誠度而言，其影響的程度並不高，反而是服務品質的影響力較為顯著，此一結論可供各醫院或健檢中心的經營者參考，好的服務品質，對於受檢者的滿意度、忠誠度的正向影響是較為明顯的，而服務品質的各個構面中，又以醫療核心服務為其中最重要因素。高階影像健檢產業中，仍舊不能拋棄醫療業的本質，需以醫療業再加上服務業雙重性質，才能增加顧客的滿意度及忠誠度。

Background and purpose： Due to the change of living style, aging population society, early onset of chronic disease, and higher level of education and income, people pay more attention on the issue of health. The health examination business boomed and expanded in recent years. Among them, imaging health examination is a unique and remarkable one. There are many publications discussing the relationship between customer satisfaction and loyalty in many fields, except in medical entity. The study cites the popular customer satisfaction index from previous researches and applies on the imaging health examination industry. Method： The study is a cross-sectional survey, using questionnaire survey methodology, and took place from Oct 15, 2009 to Nov. 30, 2009. We got 131 complete and valid data from 172 customers. Analysis of variance and multiple regression modeling were the tools to interpret the relationship between perceived value, customer satisfaction, loyalty, service quality, product quality, and personal background. Results： The important findings are as follows: 1) The loyalty of younger population (less than 50-years-old) is higher than order people significantly. 2) The perceived value, customer satisfaction, and loyalty are higher in the spontaneous population. 3) Customer who had visited before has higher perceived value. 4) Service quality is the major factor influencing customer perceived value, and product quality has less effect. 5) Service quality and perceived value are the major factors influencing the customer satisfaction. Core medical service is the leading factor in service quality. 6) Customer satisfaction is the major contribution to loyalty. Again, core medical service has highest direct effect. Conclusion： The product quality (including hardware and service process) has relatively lighter impact on perceived value, customer satisfaction, and loyalty. In other words, the service quality has higher influence on these items. This conclusion reminds the managers of hospitals or health examination centers. Good service quality is the most essential factor to promote customer satisfaction and loyalty. Among the 5 dimensions of service quality, the core medical service is the leading cause. For imaging health examination industry, both entities (medicine and service industry) have equal importance.