探討中國大陸民眾對臺灣醫療旅遊服務品質、關係品質與忠誠度之相關性

Abstract

背景：中國大陸、歐美等國家因其醫療費用持續上漲、等待時間較長，以及中低收入國家中中產階級的擴張，越來越多上述國家和地區的民眾開始尋求境外醫療服務，醫療旅遊應孕而生。臺灣醫療旅遊產業的開端可追溯至2003年，時至今日已行之有年，但該產業尚未形成規模，個中原因值得探討。 目的：不同顧客特質，是否影響顧客接受醫療旅遊服務的服務品質、關係品質、忠誠度，以及服務品質、關係品質、忠誠度三者之相關性為何。 方法：本研究為橫斷式研究，採用結構式問卷調查，以在臺灣接受健檢和醫美等醫療旅遊服務的中國大陸民眾為研究對象，選取臺灣3家得代申請大陸地區人民進入臺灣地區進行健檢及美容醫學的醫療機構作為收案地點。收案時間為2017年3月至4月。共回收問卷396份，剔除無效問卷13份(3.3％)，有效問卷383份(96.7％)。以SPSS 20.0與AMOS 21.0統計分析軟體，進行相關資料分析以及模型驗證。採用驗證性因素分析、平均數差異檢定、結構方程模式分析等方法進行假說驗證。 結果：服務品質對關係品質的影響達差異統計顯著，有顯著正向影響，說明對服務品質認同度越高，越易建立關係品質；關係品質對忠誠度的影響達差異統計顯著，有顯著正向影響，說明對關係品質認同度越高，越易建立忠誠度。服務品質對忠誠度的影響未達差異統計顯著，說明對服務品質的認同度無法直接影響忠誠度。 結論：無論顧客最初以何種目的來臺接受健檢(或醫美)服務，臺灣的醫療旅遊業者可憑藉其在醫療領域的核心優勢，使顧客對服務品質有較高的評價。顧客一旦對服務品質有較高的認同，則會與業者建立較高的關係品質(滿意、信任、承諾)，即對業者產生滿意與信任感，並且做出有意願在未來繼續嘗試該服務的承諾。好的關係品質，則會產生忠誠度(口碑行為、再購意願)，即顧客對臺灣醫療旅遊這個品牌有了忠誠度。忠誠的顧客不僅僅會自己重複購買原服務服務、嘗試新服務，並會充當該品牌的「行銷人員」，向周遭的親友推薦。因此，臺灣醫療旅遊業者首要的任務是提高、強化服務品質，好的服務品質是該產業發展的基礎；進而提高顧客滿意度，建立顧客忠誠度，使臺灣醫療旅遊產業永續發展。

Backgroud: More and more countries such as China, Europe and the United States have started to seek overseas medical services because of rising medical costs, long waiting times, and the expansion of the middle class in low-and middle-income countries. Medical tourism industry began to develop.The beginning of the medical tourism industry in Taiwan can be traced back to 2003 and has now been implemented for some years. However, the scale of the industry has not yet been established. The reason for this is worth exploring. Objections: Whether different customer characteristics affect service quality, relationship quality, and loyalty; Exploring the Association Among Service Quality,Relationship Quality and Loyalty. Method: This study is a cross-sectional study, using a structured questionnaire survey in mainland China to accept health check and cosmetic surgery in Taiwan as the object of study, select the three hospitals of Taiwan to apply for people in mainland China to enter the Taiwan area for medical examination and beauty of medical institutions as the place of admission. The case was closed in March to April 2017. A total of 396 questionnaires were collected, excluding 13 invalid questionnaires (3.3%) and 383 valid questionnaires (96.7%). With SPSS 20.0 and AMOS 21.0 statistical analysis software, relevant data analysis and model verification. Using confirmatory factor analysis, the average difference test, structural equation model analysis and other methods to verify the hypothesis. Results: Service quality have a significant positive impact on relationship quality, indicating that the higher the recognition of service quality, the easier it is to establish the relationship quality;Relationship quality have a significant positive impact on loyalty, indicating that the higher the degree of recognition of the relationship quality, the easier it is to establish loyalty; Service quality don’t have a significant positive impact on loyalty, indicating that the recognition of service quality can not directly affect the loyalty. Conclusions: Regardless of the initial purpose of customers to come to Taiwan for health check (or cosmetic surgery) services, Taiwan’ s medical tourism industry can rely on its core strengths in the medical field to enable its customers to have a high rating on service quality. Once the customer has high recognition of the service quality, it will establish a higher relationship quality (satisfaction, trust, commitment) with the service provider, that is, generate satisfaction and trust to the service provider, and make the intention to continue to try the service in the future committed to. Good relationship quality, there will be loyalty (word-of-mouth behavior, Repurchase Intention), that is, the customer has a loyalty to the brand of Taiwan’ s medical tourism. Loyal customers will not only repeat the original purchase of their own service services, try new services, and will act as the brand’ s marketers to their relatives and friends to recommend. Therefore, the primary task of Taiwan’ s medical tourism industry is to enhance and enhance the quality of service. Good service quality is the basis for the development of the industry; further enhance customer satisfaction and establish customer loyalty to make the medical tourism industry in Taiwan sustainable.