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研究生:劉士銘
論文名稱:產品屬性、顧客滿意度與經營管理策略之研究-以某醫學中心健康檢查為例
論文名稱(外文):A research of attributes, customers satisfaction and operation strategy of health examination:the case of a case of a hospital center
指導教授:梁瓊如梁瓊如引用關係
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
畢業學年度:92
語文別:中文
論文頁數:106
中文關鍵詞:健康檢查顧客滿意度顧客忠誠度
外文關鍵詞:Health ExaminationCustomer SatisfactionCustomer Loyalty
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定期性健康檢查是近年來民眾愈來愈重視的健康議題,國內自費健康檢查市場亦逐年不斷成長中。國內健保制度在財務困難的窘況之下,只能照顧民眾的醫
療需求,對於定期性健康檢查早期篩檢病源無法做到全面性及深入的品質供給。
各醫療單位在市場需求日增的情況下,亦紛紛朝向健康檢查的資源投入,對顧客及醫療單位而言,皆可創造雙贏局面,惟若太朝向商品化發展,恐犧牲民眾的專業醫療品質。
個案醫院是台灣第一個開辦自費健康檢查服務的醫療單位,且在過去百餘年的前瞻性醫學研究及高品質醫療服務,早已其優越的醫療專業品牌深植人心,但因其制式化的效率不敵市場需求,導致其健檢顧客不斷流失,因此重振其健檢第一品牌的檢討遂由管理高層所提出。
為了充分反應顧客需求,本研究收集了顧客的問卷調查,除描述性的統計分析外,更利用迴歸方式找出非服務(產品)屬性及服務(產品)屬性的顧客滿意度驅動因子,分別依序為醫療專業品質、硬體設施、流程安排及其他容忍區域最大項目,而這些驅動因子除創造顧客滿意度外,亦和研究假說中的顧客信任/承諾及顧客忠誠度呈現正相關。因著研究結果,專案醫院制定變革管理策略,並扭轉劣勢,重拾第一品牌健康檢查之聲譽。
Nowadays, periodical health exam has become a highly concerned health issues. The market of self-paid health examination has therefore gradually increased around the nation. Due to the financial difficulty, national health insurance system can only cover basic medical care, but cannot provide overall and detailed exam quality to discover diseases in early stage.
The fact of increased market demand has push all medical organizations start to invest more resource into health examination. This has created a win-win situation to both customers and medical organizations. However, the professional medication quality maybe sacrificed if the future development has become over commercialized.
The sample case in this study is the first medical organization that offered self-paid medical exam in Taiwan. Furthermore, the image of professional medication quality has being well known, due to the research vision and higher quality services from past hundred years. Whereas, the system has fail to met the market demand and have to face the fact of high client turnover rate. Therefore, the management team has request to review the image of company in the market.
The study develops and empirically tests a model examining the relations among attributes, customer satisfaction, commitment and customer behavioral loyalty in a marketing system. Based on the sample collected, the result shows that professional medical, hardware, internal process, and other items with maximum tolerance etc. have positively significant influence on customer satisfaction. As the part of relationship quality and behavioral loyalty, all the path coefficients are with not only significant but also high value. The findings suggest that customers buy health care products with different attributes, hence result in different level of customer satisfaction and behavioral consequence. Based on the result of the study, to implant the strategy of organization change of the case of the hospital center has turned around the situation.
目 錄
中文摘要 Ⅰ
英文摘要 Ⅱ
誌  謝 Ⅲ
目 錄 Ⅳ
圖 目 錄 Ⅵ
表 目 錄 Ⅵ
第一章 緒論…………………………………………………………………… 1
第一節 研究背景與動機……………………………………………………… 1
第二節 研究目的……………………………………………………………… 2
第三節 研究流程……………………………………………………………… 3
第二章 相關文獻探討………………………………………………………… 4
第一節 預防醫學的定義……………………………………………………… 4
第二節 健康檢查……………………………………………………………… 4
一 健康的定義……………………………………………………… 4
二 健康檢查的定義………………………………………………… 5
第三節 病患滿意度相關文獻………………………………………………… 5
一 病患滿意度的定義……………………………………………… 5
二 病患滿意度的評量……………………………………………… 6
第四節 醫院服務品質相關文獻……………………………………………… 6
一 醫院服務品質的定義…………………………………………… 6
二 醫院服務品質的評量…………………………………………… 7
第五節 服務業顧客滿意及服務品質相關文獻……………………………… 7
一 顧客滿意………………………………………………………… 7
二 服務品質………………………………………………………… 8
第六節 服務/產品屬性、利益及顧客行為的相關文獻………………………14
一 服務/產品屬性、利益及顧客行為………………………………15
二 屬性衡量………………………………………………………… 15
三 屬性和它所帶來利益的差異…………………………………… 16
第三章 研究設計與方法……………………………………………………… 18
第一節 研究架構……………………………………………………………… 18
第二節 研究假說……………………………………………………………… 19
第三節 研究方法與對象……………………………………………………… 19
第四章 實證結果分析………………………………………………………… 21
第一節 樣本基本資料分析…………………………………………………… 21
第二節 問卷之信度與效度分析……………………………………………… 24
一 信度分析………………………………………………………… 24
二 效度分析………………………………………………………… 24
第三節 問卷各細項結果初步分析…………………………………………… 25
一 受檢顧客對健檢中心各項產品品質的重視程度……………… 25
二 受檢顧客對健檢中心各項服務品質的重視程度……………… 25
三 受檢顧客對健檢中心實際提供服務品質的滿意程度………… 26
四 受檢顧客再次健檢之意願及需求……………………………… 27
五 接受自費健檢的背景…………………………………………… 29
第四節 因素分析……………………………………………………………… 36
一 硬體設施部分…………………………………………………… 36
二 服務品質方面…………………………………………………… 37
第五節 整體模型徑路分析…………………………………………………… 38
一 因果模式的驗證………………………………………………… 38
第五章 健康檢查中心服務流程規劃………………………………………… 42
第一節 『自費健康檢查』之市場現況…………………………………………42
第二節 台大醫院的健康檢查市場機會分析………………………………… 43
第三節 台大醫院之健康檢查現行服務流程簡介…………………………… 45
第四節 服務流程改善規劃…………………………………………………… 49
第六章 健康檢查中心行銷策略規劃………………………………………… 61
第一節 產品策略規劃………………………………………………………… 61
第二節 定價策略規劃………………………………………………………… 67
第三節 通路策略規劃………………………………………………………… 70
第四節 促銷策略規劃………………………………………………………… 71
第五節 人員策略規劃………………………………………………………… 74
第七章 結論與建議…………………………………………………………… 78
第一節 結論…………………………………………………………………… 78
參考文獻………………………………………………………………………… 81
中文部份………………………………………………………………………… 81
英文部分………………………………………………………………………… 82
研究之個案醫院簡介…………………………………………………………… 88
附錄一 個案醫院健康檢查受檢者滿意度調查問卷表……………………… 90
附錄二 健檢顧客個人基本資料一覽表……………………………………… 96
附錄三 現有健檢病房與將新成立之健康管理中心之檢查項目比較……… 99
附錄四 健康管理中心心血管健檢之檢查項目……………………………… 102
附錄五 健康管理中心防癌健檢之檢查項目………………………………… 102
附錄六 健康管理中心企業菁英健檢之檢查項目…………………………… 103
附錄七 台灣地區主要死亡原因民國九十二年與民國九十一年比較………. 104
附錄八 台灣地區主要死亡原因民國九十二年………………………………..105
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