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研究生:邱禮理
研究生(外文):Lili-Chiulily
論文名稱:運用PZB模型探討牙醫業醫療服務品質
論文名稱(外文):The case study of the treatment service quality for comprehensive customers in dentistry by the application of the PZBmodel
指導教授:謝德鑫謝德鑫引用關係
指導教授(外文):Te-Hsin Hsieh
學位類別:碩士
校院名稱:高苑科技大學
系所名稱:經營管理研究所
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
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:90
中文關鍵詞:顧客滿意服務品質PZB觀念性模型SERVQUAL評量模型滿意度
外文關鍵詞:consumer satisfactionservice qualityideation model of PZB service qualityevaluation model of SERVQUALsatisfaction
相關次數:
  • 被引用被引用:14
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  • 下載下載:598
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摘要
在牙醫業從業人員不斷增加,人口成長數趨緩,牙醫醫療人口比率額度下降,全民健保之實施、醫療給付之方式變動,同業之間競爭,牙醫本來的主導權已無形轉移顧客到手中,變成顧客選擇的醫療環境。因應時代變遷之速度,牙醫醫療轉換與變革,已經演變從單純醫療行為進入著重講求服務品質之醫療業。因此,唯有能提供令顧客滿意之服務品質的牙醫業,才能獲得顧客的青睞,以確保牙醫醫療市場的競爭地位。
有鑑於此,本研究運用PZB服務品質觀念性模型(Parasuraman, Zeithaml & Berry, 1985)之SERVQUAL之評量模型(Parasuraman, Zeithaml & Berry,1988),透過認知與期望程度之差異性來探討牙醫業服務品質,關心醫療醫務人員與病患的滿意度;使牙醫業提供的各項醫療服務,能滿足顧客真正的需求。應用PZB服務品質模型概念,藉由牙醫業針對滿意度加以評量,藉以瞭解內部顧客(員工)與外部顧客(消費者)對服務品質之現況與看法。
研究結果顯示:就整體構面而言,醫務人員較滿意的因素為「可靠性」(GAP5),滿意度最低的因素為「角色不明」(GAP3),若僅針對服務品質缺口(GAP5)而言,顧客重視度與滿意度最高的因素皆為「回應性」。若是從各個缺口構面因素來看,醫務人員方面,以服務績效缺口(GAP3)的「控制力」差距最大。管理者認知缺口(GAP1),以「市場調查」差距為最大。管理準則缺口(GAP2)以「品質管理」差距為最大;服務績效缺口(GAP3)以「控制力」差距最大;內部溝通缺口(GAP4)「水平溝通」差距最大;服務品質缺口(GAP5)以「可靠性」差距最大。
最後也提出若干建議,如加強專業知識關懷性等,以縮小服務品質差距。
Abstract
Because of the increasing numbers of the dental professionals, crawling growth of populations, reducing allowance of population rate in the dental medical treatment and the growing craft competitions in recent years, the leading role of the treatment environment which originated from the dentists has been transferred into the consumers’ choosing environment. To cope with the rapid change, the dental treatment transform and innovation have been evolved from the pure treatment behaviors into pursuing the service quality treatment industry. Therefore, only those who can provide the excellent service quality to the consumer satisfaction are able to maintain the competitive dental treatment market. The study uses the ideation model of PZB service quality (Parasuraman, Zeithaml & Berry, 1985)and the evaluation model of SERVQUAL (Parasuraman, Zeithaml & Berry, 1988), according to the evaluation of satisfaction from the diverseness between expected part and perceived part, to discuss the opinion and current status of internal customers (employee) and external customers (consumers)in the dental industries. Thus, the results can help the clinic services which can be really able to satisfy the consumer needs
The results show that the highest satisfied factor is Reliability aspect (i.e., ability to perform the promised service, GAP5) and the lowest one is bogy character (GAP3) for the paramedic. As for the GAP5, the highest emphasis and satisfied factors are Responsiveness aspect in consumers. From each aspect of views, the results are the followings. For the paramedic, the highest gaps are “control” in GAP3, “market research” in GAP1, “quality management” in GAP2, “control” in GAP3, “parallel communication” in GAP4 and “reliability” in GAP5.
In summary, several suggestions are proposed, such as how to build a positive professional concern interaction to reduce the clinic service quality gaps between employee and consumers.
目 錄
中文摘要 Ⅰ
謝 誌 II
目  錄 III
表 目 錄 V
圖 目 錄 VII

第一章 緒論………………………………………… …………..…………...1
第一節 研究動機…………...……………………………………………..……………...1
第二節 研究目的及流程…………………………………………………..…………......2
第三節 研究限制…………………………………………………………..……………..3

第二章 文獻探討……………………………………………………………..4
第一節 服務品質…………................................................................................................4
第二節 PZB服務品質模型………....................................................................................7
第三節 病患滿意度與醫療服務品質式…......................................................................15

第三章 研究方法............................................................................................20
第一節 理論基礎與研究架構..........................................................................................20
第二節 研究假設..............................................................................................................21
第三節 研究設計..............................................................................................................22
第四節 問卷設計與研究變數之操作性定義..................................................................23
第五節 抽樣設計..............................................................................................................29
第六節 統計分析方法......................................................................................................30

第四章 產業研究............................................................................................36
第一節 牙醫業簡介…......................................................................................................36

第五章 實證分析與結果…………................................................................40
第一節 描述性統計分析..................................................................................................40
第二節 服務品質期望程度與認知程度之排序分析......................................................42
第三節 服務品質期望程度與認知程度之差異分析......................................................50
第四節 員工背景在服務品質期望程度與認知程度之差異分析..................................54
第五節 顧客背景在服務品質期望程度與認知程度之差異分析..................................64
第六節 總結......................................................................................................................70

第七章 結論與建議........................................................................................73
第一節 結論......................................................................................................................73
第二節 建議與後續發展..................................................................................................80

參考文獻............................................................................................................82
中文部分..............................................................................................................................82
英文部分..............................................................................................................................83

附錄....................................................................................................................86
公司問卷..............................................................................................................................86
顧客問卷..............................................................................................................................89










表目錄
表2-1 服務品質的定義........................................................................................................4
表2-2 服務品質的因素........................................................................................................6
表2-3 五個缺口的說明......................................................................................................11
表2-4 服務品質十因素......................................................................................................13
表2-5 SERVQUAL服務品質衡量因素及組成變項表.......................................................14
表3-1 本研究牙醫服務品質五大缺口之說明..................................................................20
表3-2 員工問卷之問項......................................................................................................28
表3-3 顧客問卷之問項......................................................................................................29
表3-4 員工問卷之信度分析..............................................................................................33
表3-5 顧客問卷之信度分析..............................................................................................34
表4-1 牙醫業之SWOT分析..............................................................................................46
表5-1 員工基本統計資料表..............................................................................................40
表5-2 顧客基本統計資料表..............................................................................................41
表5-3 員工對服務品質缺口(GAP5)之期望程度平均數得分表....................................43
表5-4 顧客對服務品質缺口(GAP5)之期望程度平均數得分表…………....................44
表5-5  員工與顧客對服務品質缺口(GAP5)之期望程度前五名排序............................45
表5-6 員工對服務品質期望度之整體構面各因素平均數得分表..................................46
表5-7 員工對服務品質缺口(GAP5)之認知程度平均數得分表....................................47
表5-8 顧客對服務品質缺口(GAP5)之認知程度平均數得分表....................................48
表5-9  員工與顧客對服務品質缺口(GAP5)之認知程度前五名排序............................49
表5-10 員工對服務品質認知程度之整體構面各因素平均數得分表..............................50
表5-11 員工對服務品質期望程度與認知程度之成對樣本t檢定分析表........................52
表5-12 顧客對服務品質期望程度與認知程度之成對樣本t檢定分析表........................53
表5-13 「性別」在服務品質的期望程度與認知程度各問項間之差異表.........................55
表5-14 「年齡」在服務品質的期望程度與認知程度各問項間之差異表..........................57
表5-15 「婚姻狀況」在服務品質的期望程度與認知程度各問項間之差異表..................59
表5-16 「教育程度」在服務品質的期望程度與認知程度各問項間之差異表..................61
表5-17 「服務年資」在服務品質的期望程度與認知程度各問項間之差異表..................63
表5-18 「性別」在服務品質的期望程度與認知程度各問項間之差異表..........................65
表5-19 「年齡」在服務品質的期望程度與認知程度各問項間之差異表..........................66
表5-20 「婚姻狀況」在服務品質的期望程度與認知程度各問項間之差異表..................67
表5-21 「教育程度」在服務品質的期望程度與認知程度各問項間之差異表..................68
表5-22 「平均月收入」在服務品質的期望程度與認知程度各問項間之差異表..............69
表5-23 研究假設驗證結果彙總表......................................................................................70
表6-1 整體構面之期望程度與認知程度差異分析..........................................................75
表6-2 服務品質缺口(GAP5)之期望程度與認知程度差異分析....................................75
表6-3 員工背景在服務品質期望程度與認知程度之差異分析......................................76
表6-4 員工背景對服務品質評量項目之差異分析結果..................................................77
表6-5 顧客背景在服務品質期望程度與認知程度之差異分析......................................78
表6-6 顧客背景對服務品質評量項目之差異分析結果..................................................79
















圖目錄
圖1-1 研究流程圖..................................................................................................................3
圖2-1 服務品質的觀念性模型圖..........................................................................................9
圖2-2 服務品質延伸的模型................................................................................................10
圖2-3 服務品質的決定因素圖............................................................................................15
圖2-4 醫療服務品質與服務品質的關係............................................................................19
圖3-1 本研究架構................................................................................................................21
圖3-2 「服務品質模式之建立」研究設計圖........................................................................23
參考文獻
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