顧客滿意度與忠誠度調查：某醫學美容中心之消費者研究

Abstract

目前醫學美容產業的供給大於需求，也意味進入了競爭激烈的成熟市場．在醫療關係上，醫學美容產業已跳脫傳統醫病「求醫」關係，而轉變為以服務業為主體，醫事技術為工具的醫療服務業，而提昇服務品質、醫療品質並進行差異化的行銷是醫學美容醫療服務提供者留住顧客永續經營的重點． 本研以某醫學美容中心的客戶為問卷調查的母群體，分析樣本的顧客滿意度、顧客忠誠度、實際再消費及實際推薦他人之間資料，發現顧客滿意度對於顧客忠誠度具有顯著正向關係，顧客忠誠度對於實際推薦行為具有顯著正向關係，顧客滿意度與顧客忠誠度對於實際再消費行為無顯著正向關係．結果顯示：顧客忠誠度的態度與顧客忠誠度的行為是明顯不同的．

Currently, supply is greater than demand in the market of medical aesthetics. It means that medical aesthetics market is gradually reaching maturity. The relationship between customers and medical aesthetic clinic is greatly different from traditional doctor patient relationship. Service become the major role of the practice of medical aesthetic clinic and medical technology play the required and ancillary part. On the purpose for sustainable operation, pursuit of higher customer satisfaction and loyalty are the major concerns. This research was based on the customers of one medical aesthetic clinic. Analysis of customer satisfaction, loyalty, repeat patronage, and actual recommendation was performed. The data showed that customer satisfaction is related to customer loyalty, and customer loyalty is related to actual recommendation, but both customer satisfaction and customer loyalty are not related to repeat patronage. Conclusion: there is variance between the attitude and behavior of customer loyalty.