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研究生:洪清麟
研究生(外文):Ching-Lin Hung
論文名稱:牙醫診所顧客經營與關係行銷管理-以台中市牙醫診所為例
論文名稱(外文):Customer management and relationship marketing management for a dental clinic--A case study with dental clinics in Taichung city
指導教授:簡士超簡士超引用關係
學位類別:碩士
校院名稱:逢甲大學
系所名稱:經營管理碩士在職專班
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:2009
畢業學年度:97
語文別:中文
論文頁數:84
中文關鍵詞:關係行銷顧客經營牙醫診所服務品質台中市牙醫診所
外文關鍵詞:dental clinics in service qualityTaichung City dental clinicsrelationship marketingcustomer management
相關次數:
  • 被引用被引用:23
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  • 下載下載:480
  • 收藏至我的研究室書目清單書目收藏:3
近年來因為全民健保制度的影響,牙醫診所的經營進入戰國時代。台中市的牙醫診所不僅如雨後春筍般開設,投資、設立金額更是屢創新高。但是該如何來經營一間牙醫診所?民眾比較想要什麼樣的牙醫診所?本文利用問卷調查的方式,分別在牙醫診所服務品質、關係行銷及顧客行為意向等三方面來探討牙醫診所的經營管理,以期後續在牙醫診所經營上較有一個明確的方向及方法,而不陷入無謂的惡性競爭中。
問卷結果顯示:在台中市中,牙醫診所服務品質會影響民眾前往就醫及後續就醫的意願;牙醫診所內擁有豐富學經歷及專業技術的牙醫師會影響民眾前往就醫及後續就醫的意願;診所方便性會影響民眾前往就醫及後續就醫的意願;牙醫診所的裝潢會影響民眾前往就醫及後續就醫的意願;牙醫診所擁有貴重高科技醫療儀器會影響民眾前往就醫及後續就醫的意願;關係行銷做得好的牙醫診所會影響民眾前往就醫及後續就醫的意願;不同背景項目之顧客在關係行銷上呈現出顯著差異。
In recent years because of the impact of national health insurance system, the operation of dental clinics is in the Warring States period to enter. Taichung City is not only the dental clinics set up very many, the establishment of the amount of it is reaching new heights. But how to run a dental clinic? What the people want to compare the dental clinics? In this thesis, the use of survey methods, respectively, in the dental clinics in service quality, relationship marketing and customer behavioral intention to explore three aspects of the operation and management of dental clinics with a view to follow-up dental clinics in operation than to have a clear direction and methods, rather than into unnecessary vicious competition.
Questionnaire results showed that: in Taichung, the dental clinic will affect the quality of service to the medical treatment and follow-up to the people''s wishes for medical treatment; dental clinic has a rich educational experience and skills that will affect the dentist for treatment and follow-up to the people''s wishes for medical treatment; clinics to facilitate will affect the people of medical treatment and follow-up to the wishes of medical treatment; dental clinics in the decoration to the medical treatment will affect the people''s wishes for medical treatment and follow-up; dental clinics have a valuable high-tech medical equipment to medical treatment will affect the people''s wishes for medical treatment and follow-up; relationship marketing has good dental clinics to the medical treatment will affect the people''s wishes for medical treatment and follow-up; items from different backgrounds relationship marketing on customers showed significant differences.
第一章 緒論…………………………………………………………1
第一節、 研究背景與動機…………………………………………1
第二節、 研究目的…………………………………………………3
第三節、 預期貢獻…………………………………………………4
第二章 文獻回顧…………………………………………………6
第一節、 行銷相關理論……………………………………………6
第二節、 牙科就醫行為探討………………………………………12
第三節、 顧客關係管理……………………………………………14
第四節、 牙科醫療服務業之特性…………………………………15
第五節、 牙醫醫療服務品質與行銷相關研究……………………21
第六節、 經營策略探討……………………………………………33
第三章 研究方法及材料…………………………………………37
第一節、 研究架構…………………………………………………37
第二節、 研究假設…………………………………………………38
第三節、 研究變項及工具…………………………………………39
第四節、 問卷前測…………………………………………………41
第五節、 資料分析與處理…………………………………………47
第四章 研究結果與分析…………………………………………49
第一節、 回收樣本分佈……………………………………………49
第二節、 信度分析…………………………………………………51
第三節、 �揚z性統計………………………………………………54
第四節、 相關性分析………………………………………………57
第五章 結論與建議………………………………………………64
第一節、 研究結論…………………………………………………64
第二節、 研究建議…………………………………………………65
第三節、 討論………………………………………………………67
第四節、 總結………………………………………………………70
參考文獻……………………………………………………………74
附錄……………………………………………………………………82
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