以聯合分析法設計坐月子中心服務

Abstract

隨著國人生活型態的改變，坐月子中心行業應運而生，在激烈的 市場競爭之下，市場差異化逐漸成為坐月子中心是否能夠永續經營的最重要的策略考量。然而如何差異化市場憑藉的是如何透過產品設計去滿足不同需求的產婦坐月子的需要，因為坐月子中心是一個固定成本較高的產業，如在成立之前能夠對不同的市場做不同的服務設計，不但能降低營運風險，亦能提高獲利能力。本研究的目的在藉採用問卷調查來探討坐月子中心的消費者（市場）特性，並以聯合分析1（Conjoint Analysis）瞭解消費者（產婦）的產品服務組合（Service Mix）偏好（Preference），並對此發展出服務以配合市場策略。 本研究在參考過去相關文獻後，以自編問卷的方式先後經過兩次 問卷調查。首次問卷調查以收集消費者關心之產品特色為主，透過立意取樣對500 位產婦面訪後，以因素分析萃取各種坐月子服務的產品屬性。然後制訂第二份問卷以進行聯合分析。第二次問卷共計面訪101人，所有樣本均參與第一次問卷調查者都必須填答過第一次問卷，且曾住過坐月子中心者。 結果顯示：1. 「價格」的相對重要性最高（15.83），其次「是否提供藥膳」（14.11），以及「嬰兒室設施齊全」（11.81）。2. 重要性最小的和空間有關，為「硬體設施」（7.29）和「活動空間」（7.14）。3. 樣本居住地點分成台北市和非台北市二組之比較，雖然相對重要性的權值上，各服務屬性及水準之效用值稍有不同，但大體上來說，兩組在服務屬性相對的重要性排序上均相同：第一是「價格」、其次是「藥膳的提供」、第三是「嬰兒室設施齊全」。1 有關於聯合分析的討論請見附件一 根據研究結果，本研究做出幾點管理上的建議：1. 價格還是所有坐月子服務最重要的影響因素，所以在設計坐月子服務時是必要優先考慮價格因素。2. 和傳統坐月子服務有關的服務屬性，例如提供藥膳，必須透過適當的包裝成為坐月子服務的重要服務屬性。3. 嬰兒室設施也是坐月子服務重要的服務屬性，這一點是最可以確認的。因為無論產婦的背景為何嬰兒室的設施都成為關心的重點。

A change of living style has stimulated the development of Postpartum Rest Centers. Under high competitive market, market differentiation gradually becomes the most important strategic consideration. However, how to differentiate market relies highly on how to design services that satisfy maternities’ needs. Because Postpartum Rest Centers are in a high fixed cost industry, profit can be increased and operating risk can be reduced if unique services could be designed before investment. The main purpose of this study is to develop unique Postpartum Rest services by understanding consumers’ preferences to Postpartum Rest Center through Conjoint Analysis and structured questionnaire. After review literature related to service differentiation and Postpartum Rest Center management, two structured questionnaires were developed by the researcher. The first questionnaire surveyed 500 pregnant women and extracted important services attributes from factor analysis. Information collected from first survey was used to design the second questionnaire which aimed at gathering data for conjoint analysis so that consumer preference could be understood. All samples took second survey must complete first questionnaire and lived in Postpartum Rest Centers. Results of this study indicate that: 1. price, relative to other attributes of Postpartum Rest service, is the most important attribute, in terms of utility(15.83); followed by providing postpartum diets(14.11) and baby room facility(11.81). 2. Space and related attributes are the least important ones, such as hardware and space of a postpartum rest center. 3. although samples were divided into two resident/non-resident of Taipei, the importance of each service attributes does not change much, first is price, then postpartum diets and baby room facility. Based upon these findings, several managerial implications can be concluded: 1. Price of postpartum service is still the most important service attribute that no managers of a postpartum rest center should ignore. 2. Traditional service attributes, such as postpartum diets, still needed to be included in postpartum services. 3. baby room facility is also a relative important attribute to postpartum service because most maternity are very concern with this facility disregard differences of their background.