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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 林能白 | |
dc.contributor.author | Yu-Han Tsai | en |
dc.contributor.author | 蔡語涵 | zh_TW |
dc.date.accessioned | 2021-06-15T12:54:19Z | - |
dc.date.available | 2016-08-26 | |
dc.date.copyright | 2016-08-26 | |
dc.date.issued | 2016 | |
dc.date.submitted | 2016-07-18 | |
dc.identifier.citation | 英文參考文獻
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/50717 | - |
dc.description.abstract | 背景:現今醫療機構經營模式已不在侷限於設備或服務,轉為著重病患體驗的價 值感受,若能在提供服務的過程中加入「體驗」的要素,可有效提高競爭力;且 民眾對自身健康意識提升,健保成人預防保健檢查已無法滿足需求,多數人轉而 選擇自費性健康檢查。綜觀國內相關研究,較少以「顧客體驗」衡量其「體驗價 值」感受的觀點應用於檢視健檢機構行銷方式之研究。
目的:(1)探討民眾對健檢機構之體驗行銷感受情形。(2)探討民眾健檢體驗後之體 驗價值感受情形。(3)探討體驗行銷對體驗價值、顧客滿意度與顧客忠誠度之影響。 (4)探討體驗行銷的五種不同型態:感官體驗、情感體驗、思考體驗、行動體驗及 關聯體驗間之差異。 方法:本研究為橫斷性研究,採結構式問卷調查,選定國內某醫學中心之健檢中 心作為問卷發放地點,問卷發放對象為該健檢中心接受自費健康檢查之民眾,問 卷發放時間為民國 105 年 1 月 29 日至 3 月 7 日止,共發出 316 份問卷,有效問卷 308 份。 結果:多數受訪民眾表示其對健檢中心之體驗行銷與體驗價值有正向感受,在體 驗行銷的五種型態中,以情感體驗得分最高,而在體驗價值中為服務優越性價值 最能取得民眾認同。結果顯示體驗行銷的五種型態皆會對體驗價值造成正向影響, 而體驗價值對顧客滿意度及顧客忠誠度產生正向影響,體驗行銷也會直接對顧客 滿意度與顧客忠誠度有正向影響。 | zh_TW |
dc.description.abstract | Background:Nowadays health care institutions have transformed to focus more on the value of patient experiences. Those institutions can enhance competitiveness effectively if customers get pleasurable experiences. Because people pay much more attention to their health, health examinations provided from government isn’t enough. So it leads to an increasing demand for self-paid health examinations.
Purpose:The purposes of this research include: (1)to discuss whether there are different experiences among customers in the health examination institution; (2)to discuss whether there are different values among customers after the health examination; (3)to discuss the influences of different experiences on experiential value, customer satisfaction and customer loyalty; (4)to discuss the difference among five types of experiential marketing: sensory experiences, affective experiences, creative cognitive experiences, physical experiences and social-identity experiences. Method:This research conducted a cross-sectional survey of 308 customers in the health examination institution of the medical center. Data were collected from customers who accept self-paid health examination, using a structured questionnaire. Customers rated their feelings on a self-reported questionnaire after the health examination. The survey was conducted during January 29 to March 7 in 2016. Conclusion:Most respondents had positive feelings of all types of experiences and experiential value toward the health examination institution. The affective experience was scored highest among all the experiences and the service excellence value had highest score among three types of experiential value. The study found that all the experiences would affect experiential value which would have positive impact on customer satisfaction and loyalty. In addition, experiential marketing directly influence customer satisfaction and loyalty. | en |
dc.description.provenance | Made available in DSpace on 2021-06-15T12:54:19Z (GMT). No. of bitstreams: 1 ntu-105-R03848029-1.pdf: 1167061 bytes, checksum: 145f531170b46581e9291e0ea91bfdff (MD5) Previous issue date: 2016 | en |
dc.description.tableofcontents | 口試委員會審定書...................................... i
致謝................................................... ii 中文摘要.............................................. iii 英文摘要............................................... iv 第一章 緒論..............................................1 第一節 研究背景與動機....................................1 第二節 研究目的..........................................5 第二章 文獻探討..........................................6 第一節 體驗行銷..........................................6 第二節 體驗價值..........................................9 第三節 顧客滿意度.......................................12 第四節 顧客忠誠度.......................................15 第五節 健康檢查.........................................17 第六節 綜合討論.........................................19 第三章 研究方法.........................................21 第一節 研究架構與假說...................................21 第二節 研究對象與資料蒐集...............................23 第三節 研究變項測量與問卷設計...........................24 第四節 資料分析與處理方法...............................31 第四章 結果.............................................33 第一節 信度分析.........................................33 第二節 描述性統計分析...................................35 第三節 研究假說檢定.....................................44 第五章 討論.............................................57 第一節 樣本結構與研究構面分析...........................57 第二節 研究假說驗證.....................................61 第六章 結論與建議.......................................68 第一節 結論.............................................68 第二節 建議.............................................71 第三節 研究限制.........................................73 參考文獻................................................74 附錄 研究問卷...........................................85 | |
dc.language.iso | zh-TW | |
dc.title | 自費健檢之體驗行銷、體驗價值與忠誠度相關研究 | zh_TW |
dc.title | The Study of Relationship among Experiential Marketing, Experiential Value and Royalty in Self-Paid Health Examination | en |
dc.type | Thesis | |
dc.date.schoolyear | 104-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 洪子仁,朱文儀 | |
dc.subject.keyword | 自費健檢,體驗行銷,體驗價值,顧客滿意度,顧客忠誠度, | zh_TW |
dc.subject.keyword | self-paid health examination,experiential marketing,experiential value,customer satisfaction,customer loyalty, | en |
dc.relation.page | 86 | |
dc.identifier.doi | 10.6342/NTU201600990 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2016-07-18 | |
dc.contributor.author-college | 公共衛生學院 | zh_TW |
dc.contributor.author-dept | 健康政策與管理研究所 | zh_TW |
顯示於系所單位: | 健康政策與管理研究所 |
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