請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/19557
完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 林能白 | |
dc.contributor.author | Chun-Chieh Liu | en |
dc.contributor.author | 劉俊杰 | zh_TW |
dc.date.accessioned | 2021-06-08T02:05:22Z | - |
dc.date.copyright | 2016-02-24 | |
dc.date.issued | 2016 | |
dc.date.submitted | 2016-02-05 | |
dc.identifier.citation | 1. Anderson, Eugene W., “Customer Satisfaction and Word-of –Mouth.” Journal of Service Research, 1, 1,(1998),5-17
2. Buttle, Francis A., ”Word of mouth: Understanding and Managing Referral Marketing,” Journal of Strategic Marketing, 6, 3, (1998), 241-254 3. Gremler, Dwayne D. and Brown, Stephen W., ” The Loyalty ripple effect-Appreciating the full value of customer, ” International Journal of Service Industry Management, 10, 3,(1999), 271-291 4. Aiken, L. S., West, S. G., & Reno, R. R.(1991). Multiple regression: Testing and interpreting interactions: Sage Publications, Inc 5. Jacoby, J., & Kaplan, L. B.(1972). The components of perceived risk. Advances in consumer research, 3(3),382iV383 6. Kotler, Philip and Armstrong, Gary, Principles of Marketing, 4th Ed, Englewood Cliffs 7. Dodds, William B., & Monroe, Kent B. (1985). The Effect Of Brand and Price Informaion On Subjective Product Evaluations. Advances in Consumer Research, 12(1), 85-90. 8. Dodds, William B., Monroe, Kent B., & Grewal, Dhruv. (1991). Effects of Price, Brand, and Store Information on Buyers' Product Evaluations. Journal of Marketing Research (JMR), 28(3), 307-319. 9. Fornell, Claes. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56(1), 6-21. 10. Fornell, Claes, Johnson, Michael D., Anderson, Eugene W., Cha, Jaesung, & Bryant, 11. Barbara Everitt. (1996). The American Customer Satisfaction Index: Nature, Purpose, and Findings. Journal of Marketing, 60(4), 7-18. doi: 10.2307/1251898 12. Gale. (1994). Managing customer value: Creating quality and service that customer can see. New York: The Free Press. 13. Garbarino, Ellen, & Johnson, Mark S. (1999). The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships. Journal of Marketing, 63(2), 70-87. doi: 10.2307/1251946 14. Gilford, J.P. (1954). Psychometric methods (2nd ed ed.). NY: McGraw-Hill. Gooding, Sandra K. Smith. (2000). Quality, Sacrifice, and Value in Hospital Choice. Journal of Hospital Marketing, 13(2), 23-42. doi: 10.1300/J043v13n02_03 15. Grönroos, Christian. (1984). A Service Quality Model and its Marketing Implications. European Journal of Marketing, 18(4), 36 - 44. doi: 10.1108/EUM0000000004784 16. Gremler, Dwayne D., & Gwinner, Kevin P. (2000). Customer-Employee Rapport in Service Relationships. Journal of Service Research, 3(1), 82-104. doi: 10.1177/109467050031006 17. Grempty setnholdt, Lars, Martensen, Anne, & Kristensen, Kai. (2000). The relationship between customer satisfaction and loyalty: cross-industry differences. Total Quality Management, 11(4/5/6), S509. 18.Haywood-Farmer, John. (1988). A Conceptual Model of Service Quality. International Journal of Operations & Production Management, 8(6), 19 - 29. doi: 10.1108/eb054839 19.Kim, Soon-Ho, Holland, Stephen, & Han, Hye-Sook. (2013). A Structural Model for Examining how Destination Image, Perceived Value, and Service Quality Affect Destination Loyalty: a Case Study of Orlando. International Journal of Tourism Research, 15(4), 313-328. doi: 10.1002/jtr.1877 20.Kim, Yang-Kyun, Cho, Chul-Ho, Ahn, Seo-Kyu, Goh, In-Ho, & Kim, Han-Joong. (2008). A study on medical services quality and its influence upon valu of care and patient satisfaction - Focusing upon outpatients in a large-size hospital. Total Quality Management & Business Excellence, Vol.19(No.11), 1155-1171. 20.Kline, Rex B. (1998). Principles and practice of structural equation modeling (Third ed.). New York: The Guilford Press. Ladhari, Riadh. (2009). A review of twenty years of SERVQUAL research. Inter 21. Lee, Joohyun, Graefe, Alan R., & Burns, Robert C. (2004). Service Quality, Satisfaction, and Behavioral Intention Among Forest Visitors. Journal of Travel & Tourism Marketing, 17(1), 73-82. doi: 10.1300/J073v17n01_05 22. Nam, Sungjip. (2008). Service Quality in Retail Banking: A Cross-Cultural Perspective. 23. Journal of American Academy of Business, Cambridge, 13(2), 223-230. Nguyen, Nha, & LeBlanc, Gaston. (1998). The mediating role of corporate image on customers' retention decisions: an investigation in financial services. International Journal of Bank Marketing, Vol. 16(Iss: 2), pp.52 - 65. 24. Oh, Haemoon. (2000). Diners' perceptions of quality, value, and satisfaction: A practical viewpoint. Cornell Hotel and Restaurant Administration Quarterly, 41(3), 58-66. 25.Oliver, Richard L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63(4), 33-44. 26.Parasuraman, A., Berry, Leonard L., & Zeithaml, Valarie A. (1991). Perceived service quality as a customer-based performance measure: An empirical examination of organizational barriers using an extended service quality model. Human Resource Management, 30(3), 335-364. doi: 10.1002/hrm.3930300304 27. Parasuraman, A., & Grewal, Dhruv. (2000). The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda. Journal of the Academy of Marketing Science, 28(1), 168-174. doi: 10.1177/0092070300281015 28. Parasuraman, A., Zeithaml, Valarie A., & Berry, Leonard L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41-50. doi: 10.2307/1251430 29. Parasuraman, A., Zeithaml, Valarie A., & Berry, Leonard L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 5-6. 30. Ravald, Annika, & Gronroos, Christian. (1996). The value concept and relationship marketing. European Journal of Marketing, 30(2), 19-30. 31. Schvaneveldt, Shane J., Enkawa, Takao, & Miyakawa, Masami. (1991). Consumer evaluation perspectives of service quality: evaluation factors and two-way model of quality. Total Quality Management, 2(2), 149-162. doi: 10.1080/09544129100000016 32. Setó-Pamies, Dolors. (2012). Customer loyalty to service providers: examining the role of service quality, customer satisfaction and trust. Total Quality Management & Business Excellence, 23(11-12), 1257-1271. doi: 10.1080/14783363.2012.669551 33. Singh, Jagdip. (1991). Understanding the structure of consumers’ satisfaction evaluations of service delivery. Journal of the Academy of Marketing Science, 6919(3), 223-244. doi: 10.1007/BF02726498 34. Sirdeshmukh, Deepak, Singh, Jagdip, & Sabol, Barry. (2002). Consumer Trust, Value, and Loyalty in Relational Exchanges. Journal of Marketing, 66(1), 15-37. doi: 10.1509/jmkg.66.1.15.18449 36. Biyalogorsky E, Gerstner E, Libai B. Customer referral management: Optimal reward programs. Marketing Science. 2001;20(1):82-95. 37. Yen J-y, Chen M-L, Chen Y-C. An Study of Direct Selling Management Strategies: An example of the Avon cosmetics company in Taiwan. 2008. 38. Girard J. How to sell anything to anybody: Simon and Schuster; 2006. 39. Prus RC. Beyond the power mystique: Power as intersubjective accomplishment: SUNY Press; 1999. 40. Pratkanis AR, Pratkanis A. Social influence analysis: An index of tactics. The science of social influence: Advances and future progress. 2007:17-82. 中文文獻 1.決策分析方法與應用,翁振益、周瑛琪等,華泰文化,2007初版 2.系統分析在經營決策上的應用,楊維楨,五南書局,2003初版 3.口碑式行銷,Ivan R. Misner ,林淑真譯,高寶國際,1999初版 4.口碑行銷效果之研究-以植牙診所為例,鄧玉梅,台科大企管所 5.口碑對就醫選擇的影響極其調節因素,蘇郁婷,台大醫管所 6.保險行銷藉由轉介紹成功關鍵因素之研究,張騫筠,淡大保經所 7.林曉純. 顧客參與對口碑傳播關係之研究 以性別為干擾效果. 2010. 8.謝秋玲. 以直銷商創新特質為基之顧客關係管理與直銷績效關係模式研究.朝 陽科技大學企業管理系學位論文. 2009:1-128. 9.陳正男, 林素吟, 丁學勤, 詹琇蓉. 產品涉入, 消費者特性與情境對網路購物的 影響: 風險的觀點: 中華管理評論; 2004. 10.Chang Y-J. 滿額促銷與促銷專案影響之研究. 2002. | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/19557 | - |
dc.description.abstract | 口碑行銷一直被認為是醫療服務最有效的行銷方式之一,透過術後滿意病人口耳相傳、口碑轉介紹,在廣告有所限制的醫療產業中是很受重視的。
而根據大學眼科的內部統計資料,超過7成的LASIK客戶的資訊來源是透過親友介紹。因而大學眼科發展了一套顧客忠誠計畫,透過給予有轉介紹行為之客戶獎勵回饋,期以提升術後滿意客戶的介紹動機與成效。 本研究欲分析一般消費者在決策選擇接受「LASIK雷射視力矯正手術」關鍵的決策因素,探討「親友口碑介紹」是否為他們選擇施術院所的主要考量因素;並且進一步探討如何強化「親友口碑介紹」的力量,作為醫療院所在推廣選擇性自費項目之行銷對策參考。 本研究分兩階段,第一階段係以層級程序分析法(analytic hierarchy process, AHP)比較分析一般消費者在決策選擇接受「LASIK雷射視力矯正手術」關鍵的決策因素。第二階段研究將以問卷調查分析了解已接受過LASIK受術的民眾,他們對於「向親友推薦自己手術的醫療院所」的態度及想法。 研究結果:「因為自己的親友推薦」、以及「手術前諮詢與檢查過程給受試者的感受」,兩者幾乎一樣重要,因此,內部服務品質的要求與提升在企業投入行銷資源時,也要持續地關注,此結果,也與我們一般的認知相符。 另外,研究調查也發現:「青年族群,特別是31-40歲的女性、大專畢業、從事工商服務業,年收水平在51-80萬元。」是LASIK口碑傳播最重要的族群。 | zh_TW |
dc.description.abstract | The Word-of-mouth marketing (WOM) has been considered one of the most effective methods for medical institution. The postoperative satisfactions through the patients’ WOM referrals are the vital methods in customer royalty marketing of the healthcare industry under the political advertising restrictions.
According to the database analysis of University Eye Center, more than 70% LASIK surgery (laser-assisted in situ keratomileusis) customer information sources are introduced through friend and relatives. Therefore, University Eye Center developed a customer loyalty program which is through the incentive program in which customers that present a certain behavior are rewarded with valuable gifts. This is the aim of reinforcing that WOM referrals efficiency and behavior while patients who have higher satisfaction after surgery. This study analyzes how the potential factors influencing typical consumer decision process who accept LASIK surgery. Furthermore, the analysis factors also included the “WOM referrals of friend and relatives” as the principal consideration which how to affect the patient choice of medical institution with LASIK surgery; how to reinforce the effectivity of “WOM referrals of friend and relatives” in the medical institution marketing strategies for willingness to pay for clinical characteristics and surgical treatment. This investigation is divided into two parts, one use Analytic Hierarchy Process (AHP) comparative analysis methods to assess the important influent factors for typical consumer decision in LASIK vision correction surgery. The other use the questionnaire methods to assess the patients’ Attitudes and ideas for recommend the same medical institutions to other people while after surgery. In the results, there are two factors almost as important, they are 'The relative and friends recommended ' and ' The patients' experience of pre-operative consultation and examina7tion process ', respectively. Therefore, it is worth to sustain attention for internal service quality management and the increase investment of marketing budgets in the enterprise, this result is also consistent with our general awareness. In addition, as the result also shows that the main spread LASIK surgery of WOM loyalty consumer group was youth-middle aged group, which especially feature as the followings: the 31 to 40 years old female, college graduate, and annual income 510,000 ~ 800,000 NT$ for the job in business service industry. | en |
dc.description.provenance | Made available in DSpace on 2021-06-08T02:05:22Z (GMT). No. of bitstreams: 1 ntu-105-R98847021-1.pdf: 3832352 bytes, checksum: 7d170f3d288d34fb0479c5f7e255061f (MD5) Previous issue date: 2016 | en |
dc.description.tableofcontents | 口試委員審定書…………2
誌謝………………………3 中文摘要…………………4 Abstract…………………5 目錄………………………7 圖目錄……………………9 表目錄……………………10 第一章 緒論……………11 第一節 研究背景與動機 11 第二節 研究目的……… 12 第三節 研究流程……… 13 第二章 文獻探討……… 14 第一節 台灣近視的現況與近視雷射手術介紹…………14 第二節 顧客忠誠度之相關文獻………………………16 第三節 口碑傳播相關文獻 …………………………19 第三章 研究方法………………………………………23 第一節 AHP 層級分析法………………………………23 第二節 第一階段問卷設計與架構…………………29 第三節 第二階段問卷設計與架構……………………31 第四章 研究結果統計分析……………………………34 第一節 問卷回收樣本與分析工具……………………34 第二節 第一階段研究資料分析………………………35 第三節 第二階段研究資料分析………………………39 第四節 口碑轉介紹對手術決策的影響 ……………49 第五節 如何提升口碑轉介紹的績效 ………………50 第五章 結論與建議……………………………………63 第一節 口碑轉介紹對手術決策的影響………………63 第二節 如何提升口碑轉介紹的績效 ………………64 參考文獻………………………………………………66 附錄……………………………………………………70 | |
dc.language.iso | zh-TW | |
dc.title | 口碑行銷實務探討:以大學眼科LASIK為例 | zh_TW |
dc.title | The Study of Word-of-Mouth Marketing: an Example of LASIK Surgery of the Universal Eye Center | en |
dc.type | Thesis | |
dc.date.schoolyear | 104-1 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 林丕容,張睿詒 | |
dc.subject.keyword | 口碑行銷,雷射視力矯正手術,層級程序分析法,客戶忠誠度,親友推薦, | zh_TW |
dc.subject.keyword | Word-of-mouth marketing,LASIK surgery (laser-assisted in situ keratomileusis),Analytic Hierarchy Process (AHP),customer loyalty,referrals of friend and relatives, | en |
dc.relation.page | 76 | |
dc.rights.note | 未授權 | |
dc.date.accepted | 2016-02-05 | |
dc.contributor.author-college | 公共衛生學院 | zh_TW |
dc.contributor.author-dept | 公共衛生碩士學位學程 | zh_TW |
顯示於系所單位: | 公共衛生碩士學位學程 |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
ntu-105-1.pdf 目前未授權公開取用 | 3.74 MB | Adobe PDF |
系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。