應用SERVQUAL量表與Kano模式探討自費健康檢查之服務品質與顧客滿意度、忠誠度相關性

Abstract

背景：由於預防醫學的觀念已逐漸普及，許多民眾願意付費進行自費健檢。多家醫療院所紛紛提供自費健檢等自費服務，在競爭市場中，提高滿意度和服務品質已成為營運關鍵因素。傳統多數研究假設服務品質與顧客滿意度間呈線性關係，但事實上可能並非皆然，與Kano二維品質模式整合則可能改善這點。先前研究多數依Kano分類結果提出改善建議，未再進一步探討與滿意度、忠誠度之關係。故本研究整合SERVQUAL與Kano二維品質模式，探討符合顧客需求的自費健檢服務品質以及與滿意度、忠誠度之相關性，以作為健檢中心改善重點之建議。 目的：(1.) 探討自費健康檢查服務品質是否有Kano二維品質特性 (2.) 探討自費健康檢查服務品質與顧客滿意度、忠誠度之相關性 (3.) 探討依Kano二維品質模式歸納的服務品質與顧客滿意度、忠誠度之相關性。 方法：本研究為橫斷性研究，採結構式問卷調查，以台灣北部某公立區域醫院之健檢中心為研究個案，研究對象為該健檢中心使用自費健檢之顧客，研究期間為108年3月11日至4月3日，共發出211份問卷，有效問卷共206份。 結果：每個服務品質構面差距分數為負值，t檢定分析結果發現期望與感知間存在顯著差異。Kano二維品質要素歸類結果為魅力品質一項，無差異品質一項，一維品質十八項。服務品質與依Kano品質模式歸納的服務品質與滿意度及忠誠度皮爾森相關係數皆為顯著相關。迴歸分析結果表示屬魅力品質與一維品質的服務品質與滿意度、忠誠度呈顯著正相關，服務品質中保證性與有形性與滿意度呈顯著正相關，有形性及反應性構面與忠誠度呈顯著正相關。 結論：整合SERVQUAL與Kano二維品質模式可以顧客的觀點發現自費健檢服務品質須改進的缺失、提供創新服務要素的機會，進一步提升顧客的滿意度及忠誠度，並可供健檢中心改善建議之參考。

Background: Nowadays many people pay more attention to self-paid health examinations and the health examination business expanded in recent years. In the competitive market, the key factors of improving satisfaction and service quality have become critical for operation. Traditionally, most studies assumed a linear relationship between service quality and customer satisfaction but may not be the same. Integration with the Kano model may provide a two-dimensional view of quality. This study integrates SERVQUAL and Kano model to investigate the relationship between service quality, customer satisfaction, and loyalty in self-paid health examination and proposes suggestions for the health examination center to improve service quality. Objectives: (1.) To explore whether the service quality of self-paid health examination can be classified in Kano two-dimensional model (2.) To investigate the relationship between service quality, customer satisfaction and loyalty in self-paid health examination (3.) To investigate the relationship between service quality classified in Kano model, customer satisfaction and loyalty in self-paid health examination Methods: This study was a cross-sectional study by a structured questionnaire sending to the customers of the health examination center of a public regional hospital in northern Taiwan during March 11 to April 3. 211 questionnaires were replied and 206 were valid samples. Results: The differences between perception and expectation in five dimensions of SERVQUALwere significant. Based on Kano model, 18 elements were classified into one-dimensional attributes; 1 element was in the attractive attribute category; 1 was an indifferent attribute. The results showed that the attractive attribute and one-dimensional attributes were significant positive associated with satisfaction and loyalty. Assurance and Tangibility were significantly positively related to satisfaction. Tangibility and Responsiveness were significantly positively related to loyalty. Conclusion: Application of SERVQUAL and Kano model can find out the lack of service quality of self-paid health examination and the innovative service attribute from the customer's perspective. Further, the findings can give health examination center suggestions to enhance customer satisfaction and loyalty.