臺灣博碩士論文加值系統

由於國民所得與教育水準的提高，「預防勝於治療」的觀念興起，民眾對於健康檢查的需求日益增加。但是，由於健保給付的健檢項目有限，自費健檢遂成為具有潛力的產業。在目前市場競爭激烈下，民眾在健檢產品的選擇上相對增加，消費市場形成較不確定的現象。因此，顧客的維繫及如何提高市場佔有率，成為醫院健檢中心的重要挑戰。
本研究旨在探討醫療機構附設健檢中心對顧客的關係品質(信賴及滿意)為忠誠度的重要決定因素，而且關係品質的影響因素乃透過關係品質為中介變項，並預測顧客忠誠度。本研究以C醫療機構的北區及南區分院附設健檢中心，接受自費健康檢查的受檢顧客為研究對象，有效樣本計387位。採用ANOVA及LISREL分析等統計方法進行資料處理；並驗證本研究所提出的各項假設。本研究主要發現如下：
一、健檢中心對顧客的接觸強度與二者間的關係品質有直接正向的影響。
二、健檢中心對顧客的服務具體化與二者間的關係品質有直接正向的影響。
三、健檢中心對顧客的專業性與二者間的關係品質有直接正向的影響。。
四、健檢中心與顧客之間的關係品質與顧客忠誠度有直接正向的影響。
五、健檢中心對於顧客的接觸強度、服務具體化與專業性，乃透過關係品質為中介變項，並預測顧客忠誠度。
六、健檢中心的「接觸強度」、「服務具體化」及「專業性」三個「關係品質」因素中，以「服務具體化」的影響力最大。

As a result of the increase in the national income and the upgrade in the education levels, as well as the prevalence of the “prevention is better than cure” concept, the people in Taiwan have exhibited heavier demand for health care service day by day. However, the service items covered under Taiwan’s National Health System (NHS) are limited, the potential of ‘paid-by-the-client’ package of health examination has become quite obvious. In this extremely competitive market, clients are provided with a wider than ever variety of packages of service items. Therefore, how to maintain a higher rate of customer retention and how to capture higher market share have become the most important challenges for hospital health examination centers.
This study attempts to explore the key factors through which a health examination center can affect the relationship quality. And the relationship quality will affect customer loyalty through it as a mediating variable. The subjects surveyed are those who themselves pay for the packages of health examination provided by two hospital examination centers, one in northern Taiwan and the other in the south with 387 valid samples . Both descriptive statistics and the LIRSEL package are used to analyze the data collected and to test the hypotheses posed in this study. The study result indicated that:
1. The contact intensity between the health examination center and the subject has a significant and positive relationship with the health examination center’s relationship quality.
2. The health examination center’s service tangibility significantly and positively affects its relationship quality.
3. The health examination center’s service expertise significantly and positively affects its relationship quality.
4. The health examination center’s relationship quality significantly and positively affects the subject’s loyalty.
5. The contact intensity, service tangibility and expertise between the health examination center and the subjects will influence relationship quality, and will affect customer loyalty through the relationship quality as a mediating variable.
6. Service tangibility is the most influencing factor among the health examination center’s contact intensity, service tangibility and service expertise.

第一章 緒論………………………………………………………………… 1
1.1 研究背景與動機……………………………………………………... 1
1.2 研究目的……………………………………………………………... 3
1.3 研究流程……………………………………………………………... 4
1.4 研究範圍與限制.. …………………………………………………… 5
第二章 文獻探討…………………………………………………………... 6
2.1 關係行銷……………………………………………………………... 6
2.2 關係品質……………………………………………………………... 11
2.3 顧客忠誠度…………………………………………………………... 19
2.4 關係品質與忠誠度………………………………………………….. 23
2.5 健康檢查……………………………………………………………... 31
第三章 研究方法…………………………………………………………... 32
3.1 研究架構及研究假設的確立………………………………………... 32
3.2 變數的操作型定義與衡量…………………………………………... 34
3.3 模式界定……………………………………………………………... 38
3.4 研究工具……………………………………………………………... 42
3.5 資料處理……………………………………………………………... 44
第四章 結果與討論……………………………………………………….. 45
4.1 實證個案醫學中心…….…..……….……………………………….. 45
4.2 樣本分析……………………………………………………….…….. 46
4.3 測量模式的估計、檢驗及修正……………………………………… 51
4.4 假設模式的估計、檢定與整體模式適配度評鑑…………………… 61
4.5 影響效果分析………………………………………………………... 66
4.6 討論…………………………………………………………………... 69
第五章 結論與建議……………………………………………………….. 74
5.1 結論…………………………………………………………………... 74
5.2 建議…………………………………………………………………... 75
參考文獻………………………………………………………………………. 78
附錄……………………………………………………………………………... 86

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網頁：
美兆診所網站：http://eangel.e7one.idv.tw，2002,09。
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