臺灣博碩士論文加值系統

面對現今工商業世界，各種文明病也伴隨而來，肌肉骨傷疼痛已是現今無論老少皆有可能飽受困擾之病症，故「復健醫療」已成為與人們生活息息相關不可或缺的新興產業。本研究以問卷調查分析的方式，探討消費者對中醫復健醫療是否具有顧客忠誠度，並以相關、迴歸、t檢定和ANOVA變異數分析，實際驗證中醫品牌權益、知覺價值、顧客忠誠度與顧客滿意度之間的關係；且探究不同生活型態的消費者與中醫復健忠誠度是否具有相關性，並根據研究結果提出建議，提供給復健醫療產業者經營之參考。資料分析結果發現：消費者對中醫復健科具有顧客忠誠度。中醫品牌權益越高，顧客的知覺價值越高。顧客對中醫的知覺價值越高，顧客的忠誠度越高。中醫顧客的滿意度越高，顧客的忠誠度越高。
重視價格意識、處事有條不紊、注重生活多元化、喜好社交活動、重視產品品牌等五群生活型態之消費者，對顧客的忠誠度皆有明顯的相關性。在現今生物科技時代，歷史悠久之中醫傳統醫療產業，如何賡續中醫復健科獨樹一幟是不容小覷的議題，其產業亟需有良好的品牌權益建構消費者的知覺價值，創造顧客忠誠度和顧客滿意度，俾能立足復健醫療的藍海市場。

Along with the change of life style due to the development of industrial era, there are many illnesses occurred because of this industrial life style. Muscle aches, for example, have been bothering all people with different ages and genders. As a result, rehabilitation medicine has been one of a medical area that relates to people in life. This research utilizes questionnaire analysis to explore the customers’ loyalty rate towards the rehabilitation in Chinese medicine. The collected data were analyzed by correlation-coefficient, regression, T-test and ANOVA. Therefore, the correlation among actual brand equality of Chinese medicine, perceived value, customers’ loyalty and customers’ satisfaction can be tested. Furthermore, the correlation of the customers’ various life style and their loyalty towards Chinese rehabilitation were tested. The suggestions were provided after data analysis. The conclusions were drawn and the results are stated as follows: Customers’ loyalty towards Chinese medical rehabilitation is high. The higher the brand equality of Chinese medicine, the higher the customers’ perceived value. The higher the customers’ perceived value, the higher the customers’ loyalty becomes. The higher the customers’ loyalty has for Chinese medicine, the higher the customers’ satisfaction becomes. There is significant correlation among customers who possess price awareness, organization corollary personality, active social life style, and brand identity awareness. Under this biotechnology era, the ways for Chinese rehabilitation medicine has become an undeniable issue. The industry needs to a quality brand equality in order to construct customers’ perceived value, to establish customers’ perceived value. As a result, the customers’ loyalty and their satisfaction can be built. Therefore, the rehabilitation of Chinese medicine can survive successfully.

中文摘要………………………………………………………………………… I
英文摘要……………………………………………………………………………II
目錄…………………………………………………………………………………III
表目次………………………………………………………………………………V
圖目次………………………………………………………………………………X
第一章 緒論 …………………………………………………………………… 1
第一節 研究背景……………………………………………………………… 1
第二節 研究動機……………………………………………………………… 2
第二章 文獻探討………………………………………………………………… 4
第一節 復健醫療介紹………………………………………………………… 4
第二節 品牌權益…………………………………………………………………6
第三節 知覺價值………………………………………………………………10
第四節 顧客忠誠度……………………………………………………………16
第五節 顧客滿意度……………………………………………………………19
第六節 生活型態………………………………………………………………22
第三章 研究方法…………………………………………………………………24
第一節 研究架構………………………………………………………………24
第二節 研究假說………………………………………………………………25
第三節 研究變數與操作性定義………………………………………………27
第四節 問卷設計………………………………………………………………33
第五節 資料蒐集方法…………………………………………………………34
第四章 實證結果與分析…………………………………………………………37
第一節 研究樣本結構分析……………………………………………………37
第二節 信度分析………………………………………………………………44
第三節 品牌權益與知覺價值相關性…………………………………………49
第四節 知覺價值與顧客滿意度相關性………………………………………54
第五節 品牌權益與顧客忠誠度相關性………………………………………57
第六節 知覺價值與顧客忠誠度相關性………………………………………60
第七節 顧客忠誠度與顧客滿意度之相關性…………………………………63
第八節 生活型態………………………………………………………………65
第九節 人口統計變數…………………………………………………………72
第十節 假說檢定結果彙總……………………………………………………78
第五章 結論與建議………………………………………………………………84
第一節 研究結論………………………………………………………………84
第二節 管理意涵與建議………………………………………………………89
第三節 後續研究建議…………………………………………………………91
參考文獻……………………………………………………………………………92
附錄…………………………………………………………………………………96

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