健檢中心兩種不同消費動機之顧客滿意度研究

Abstract

經過多年的教育宣導，國人漸漸瞭解疾病的早期發現與早期治療是能否治癒的重要關鍵因素，因此，民眾對健康檢查的需求也就日漸增加。面對如雨後春筍般成立之健檢中心，健檢機構的經營決策者如何提高健檢顧客的滿意度，並針對不同的顧客群訂定不同的行銷策略，以有效留住舊顧客並吸引更多顧客前來，便成為各家健檢中心的首要目標。 本研究目的旨在探討兩種不同消費動機的顧客類型（自行前來之健檢顧客/所屬公司團體與健檢中心簽約之健檢顧客）其顧客期望與實際知覺對顧客滿意度之影響，進而比較之間的差異。研究採取立意取樣，以北部地區某健檢機構九十六年六月七日至七月十五日期間接受健康檢查之顧客，共計194位為研究對象，問卷內容參考Parasuraman、Zeithaml 及Berry三位學者提出之「服務品質觀念性模式」並加以修改而成，包含「有形性」、「可靠性」、「反應性」、「確實性」、「關懷性」與「價格」六衡量構面。 重要研究結果如下: 一、兩類型之健檢顧客在顧客期望、實際知覺與整體滿意度上有顯著差異。 二、兩類型之健檢顧客分別對於部分評量問項的期望與實際知覺有著顯著差異。 三、健檢顧客人口統計變數對於健檢中心的期望、實際知覺、整體滿意度有顯著差異。 四、「關懷性」與「確實性」為影響所屬公司團體與健檢中心簽約之健檢顧客整體滿意度之顯著因素。 五、「確實性」為影響自行前來之健檢顧客整體滿意度之顯著因素。

After years of propagation, citizens are beginning to understand that early discovery and treatment of diseases are the key factors of curability. Therefore, the demand for health examination begins to increase. The leading goal for all health examination centers is then to raise customers’ satisfaction and customize different marketing strategies in order to retain old customers and attract new ones. The purpose of this study is to explore the effect of customer expectation and perceived performance of different customer types with two different consumption motivations (voluntary or employment company contract with health examination center) on customer satisfaction, and to compare the differences. This study is takes place from June 7~15, 2007 on 194 health examination customers (selected by purposive sampling) in a health examination center. The survey referred to PZB Service Quality Conceptual Model, including the six phases of tangibility, reliability, responsiveness, assurance, empathy, and price. Important findings are as follows: 1. Two types of customers have significant differences on customer expectation, perceived performance, and overall satisfaction. 2. Two types of customers have significant differences on partial questions of the questionnaire and perceived performance. 3. Customers’ demographic variables have significant difference on expectation, perceived performance, and overall satisfaction to the health examination center. 4. Empathy and Assurance are the significant factors on affecting the overall satisfaction of customers whose employment company is on contract with the health examination center. 5. Assurance is the significant factor on affecting the overall satisfaction of voluntary customers.