(54.236.58.220) 您好!臺灣時間:2021/03/06 21:34
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:董行洲
研究生(外文):Doong Shyng Jou
論文名稱:醫學美容商品之服務品質、認知價值、品牌權益與顧客滿意度關係之研究
論文名稱(外文):A Study on the Relationships among Service Quality, Perceived Value, Brand Equity and Customer Satisfaction of Medical Cosmetic Products
指導教授:陳榮方教授
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:企業管理系碩士在職專班
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:2010
畢業學年度:98
語文別:中文
論文頁數:120
中文關鍵詞:服務品質認知價值品牌權益顧客滿意度
外文關鍵詞:service qualityperceived valuebrand equitycustomer satisfaction
相關次數:
  • 被引用被引用:15
  • 點閱點閱:1355
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:127
  • 收藏至我的研究室書目清單書目收藏:5
「愛美是人的天性」這句話道出了人類對於「美」的重視與需求,在心理學家Maslow需求理論當中,當人們要滿足生理及安全的基本需求後,便會開始追求較高層次的需求,當然也包含了「美的需求」。
台灣的醫療美容產業在近來蓬勃發展,如何在業界能佔一席之地,實在是業者該深思重視的問題,因此,本研究試圖為個案醫美中心的服務品質做初步研究,探討消費者對該中心整體服務的滿意度,其中也一併想要了解在整體服務過程中,顧客認知價值及個案醫院品牌權益的影響程度。
本研究係以阮綜合醫院醫學美容服務之顧客為研究對象,計回收有效樣本279份,運用統計軟體 SPSS12.0進行問卷資料分析與假說檢定,包含:描述性統計分析、信度分析、相關分析、迴歸分析等分析方法,結果發現:(1)服務品質對認知價值有顯著正向影響。(2)服務品質對品牌權益有顯著正向影響。(3)服務品質對顧客滿意度有顯著正向影響。(4)品牌權益對認知價值有顯著正向影響。(5)認知價值對顧客滿意度有顯著正向影響。(6)品牌權益對顧客滿意度有顯著正向影響。
經由以上的發現,本研究對個案醫院提出五點管理上之建議,希望能對醫美中心的經營有所助益。如次:
(1)遴選優質的第一線服務人員。(2)加強服務人員訓練。(3)適時添購最新儀器設備。(4)創造顧客價值,加強售後服務。(5)提高消費者的品牌忠誠度
Based on Maslow’s Theory, human beings try to satisfy the higher-level needs, such as aesthetic needs, after their physical and safety needs are met. The medical cosmetic industry prospers in Taiwan. Therefore, how to gain a market share in the competitive industry is worthy of the providers’ attention. The study aimed to explore the customer satisfaction and customer perceived value about the provided services, and the brand equity of the surveyed hospital.
The study was conducted in Yuan’s General Hospital. Data were collected through delivering questionnaires. 279 questionnaires were valid for analysis. Data were analyzed by SPSS 12.0 applying descriptive statistics, reliability analysis, correlation analysis, and regression.
Service quality showed the significantly positive effects on the perceived value, brand equity and customer satisfaction. Brand equity had the significantly positive effects on perceived value and customer satisfaction. Subsequently, there was a significantly positive correlation between perceived value and customer satisfaction.
Based on the results, the study made five suggestions for the hospital on the performance management: (1) to recruit the optimal front-line personnel; (2) to strengthen the training of personnel; (3) to upgrade the equipments appropriately; (4) to create the customer value and intensify after-sales services; (5) to increase customer loyalty.
中文摘要 --------------------------------------------- i
英文摘要 --------------------------------------------- ii
誌謝 --------------------------------------------- iii
目錄 --------------------------------------------- iv
表目錄 --------------------------------------------- vi
圖目錄 --------------------------------------------- viii
第一章 緒論----------------------------------------- 1
第一節 研究背景與動機------------------------------- 1
第二節 研究問題與目的------------------------------- 4
第三節 研究流程------------------------------------ 6
第二章 文獻探討-------------------------------------- 7
第一節 醫學美容現況探討------------------------------- 7
第二節 服務品質之相關文獻探討------------------------- 13
第三節 認知價值之相關文獻探討------------------------- 20
第四節 品牌權益之相關文獻探討------------------------- 25
第五節 顧客滿意度之相關文獻探討----------------------- 34
第六節 各變項關係之相關文獻探討----------------------- 37
第三章 研究方法------------------------------------- 41
第一節 研究架構------------------------------------- 41
第二節 變數的操作型定義------------------------------ 42
第三節 研究假設------------------------------------- 44
第四節 抽樣設計------------------------------------- 47
第五節 研究方法------------------------------------- 48
第六節 資料分析方法--------------------------------- 54
第七節 前測---------------------------------------- 56
第四章 資料分析------------------------------------- 61
第一節 正式問卷信度分析------------------------------ 61
第二節 樣本結構之敘述性分析-------------------------- 62
第三節 各變數間的相關分析---------------------------- 69
第四節 各構面間之影響程度分析------------------------ 72
第五節 研究假設之驗證------------------------------- 87
第五章 結論與建議----------------------------------- 91
第一節 研究結論------------------------------------- 91
第二節 對業者的建議--------------------------------- 97
第三節
研究限制與後續研究的建議------------------------------ 100
參考文獻 ------------------------------------------- 101
附錄一 問卷--------------------------------------- 115
一、中文部份
1.王敏容、王如萱、王佳惠、郭乃文(2005)。「市場競爭程度對醫院開發自費醫療服務之影響」,北市醫學雜誌,第二卷第十期,859-906。
2.王裕華(2006)。旅行社對主題遊樂園附屬旅館之品牌權益與關係行銷認知之研究–以劍湖山王子大飯店為例,大葉大學休閒事業管理學系碩士論文。
3.林斯薇(2008)。國際觀光旅館顧客服務品質滿意度及行為意向之研究,國立嘉義大學管理學院碩士在職專班碩士論文。
4.林伯勳(2009)。顧客關係、網站服務品質、信任、顧客滿意度與顧客忠誠度影響關係之研究–以台灣產物保險業為例,國立成功大學高階管理碩士在職專班碩士論文。
5.林昭吟(2009)。服務品質、商店形象、認知價值與再購買意願之關係模式-以寶佳麗珠寶金行為例,長榮大學高階管理碩士在職專班碩士論文。
6.朱鴻燕(2003)。品牌價格與認知價值關係之實證研究,國立高雄第一科技大學行銷與流通管理所碩士論文。
7.洪順慶(1999)。行銷管理,新陸書局。
8.李田樹譯(2003)。管理是什麼,Magretta、Joan and Nan Stone原著,初版。台北:天下文化出版社。
9.李宇宙(2005)。美容手術的精神醫學與心理社會評估。臺灣醫學,9(2),頁193-197。
10.李明亮(2003)。台灣未來的衛生醫療政策,專題講座演講稿。
11.吳安寧(1996)。「醫學美容學」的發展概況及文獻分類探討。圖書館論壇(漢學)74,71-72。
12.吳思華(2000)。策略九說。臺北:臉譜文化。
13.南震杰(2004)。運用線性結構模式探討共同基金投資績效、服務品質、顧客滿度、品牌權益對顧客忠誠度之影響,國立東華大學企業管理研究所碩士論文。
14.徐若萍(1999)。品牌權益之價值分析:包裝水消費市場之實證研究,國立東華大學企業管理研究所碩士論文。
15.翁崇雄(1993)。評量服務品質與服務價值之研究-以銀行業為實證對象,台灣大學商學研究所博士論文。
16.許慧娟(1993)。顧客滿意、服務品質與服務價值關係之研究-零售產業之實證,中原大學企業管理研究所碩士論文。
17.許志鋒(2008)。企業提供的價值、顧客認知價值、信任與顧客滿意度關聯性之研究-以台灣建築業為例,國立成功大學高階管理碩士在職專班碩士論文。
18.猪熊勉著,建宏編輯部譯(1997)。烏鴉變鳳凰—美容整形,台北:建宏出版社。
20.黃政豪(2006)。行政服務品質、認知價值與顧客滿意度對行為意向之關係研究-以元智大學為例,元智大學企業管理學系碩士論文。

21.黃美卿(1998)。銀行業關係價值-忠誠度模式之實證研,雲林科技大學企業管理技術研究所碩士論文。
22.黃靜芳(2006)。運用結構方程模式探討咖啡連鎖店服務品質、感受價值、品牌權益、顧客滿意度、顧客忠誠度關係之研究-以台北市咖啡連鎖店為例,國立東華大學企業管理學系碩士論文。
23.郭人介、杜壯、吳永宏等(2000)。「咖啡連鎖店服務品質之研究」,2000 邁向二十一世紀品質管理技術應用研討會。
24.郭雨潔(2004)。國家風景特定區之服務品質與遊客滿意度之研究,碩士論文,國立中央大學統計研究所,桃園。
25.陳令佳(2004)。品牌權益、認知過程與購買行為之研究-以化妝品業為例,中國文化大學商學院國際企業管理研究所碩士論文。
26.陳伯南(2004)。宗教觀光旅遊動機、認知價值、滿意度與忠誠度關係之研究-以南投中台禪寺為例,南華大學旅遊事業管理學研究所碩士論文。
27.張玉瑛(2007)。航空公司之品牌權益、品牌偏好與購買意願關係之研究 - 以轉換成本為干擾變數,國立成功大學交通管理學系碩博士班碩士論文。
28.楊國輝(1999)。美容極短篇:整形知多少。台北:聯合文學出版。
29.蔡青姿(2004)。醫學雷射美容消費意向模式建構之實證研究--結構方程模式之應用。國立中正大學企業管理研究所碩士論文,嘉義。

30.臧魯望(2003)。品牌權益、顧客滿意與消費者購買行為之關係-以加油站為例,朝陽科技大學企業管理系碩士論文。
31.鄭敏媛(2004)。金融業客服中心服務功能品質對顧客服務認知價值與行為意向之影響研究,國立東華大學國際企業研究所碩士論文。
32.蘇元含(2003)。運用線性結構模式探討服務品質對顧客滿意度與顧客忠誠度之影響—以中油加油站為例,國立東華大學企業管理研究所碩士論文。

二、英文部份
1.Aaker, D. A. (1991), Managing Brand Equity, The Free Press, New York, NY.
2.Aaker, D. A. (1996), Building Strong Brand, The Free Press, New York, NY.
3.Anderson, E. W. and Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms, Journal of the Academy of Marketing Science, Vol. 12(2), 125-143.
4.Anderson, E. Fornell, W. C. and Lehmann, D. R.(1994), Customer satisfaction,market share, and profitability: Findings from Sweden,” Journal of Marketing, Vol. 58, No. 3, 53-66.
5.Babakus, E., Bienstock, C. C. and Scotter, J. R.V. (2004), Linking perceived quality and customer satifaction to store traffic and revenue growth, Decision Sciences, Vol.35, No. 4, 713-737.
6.Baker, Julie A., Parasuraman Dhruv Grewal and Glenn B. Voss, (2002),The Influence of Multiple Store Environment Cues on PerceivedMerchandise Value and Patronage Intentions, Journal of Marketing, Vol. 66(2), 120-141.
7.Baron, R. M. and Kenny, D. A. (1986), The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical consideration, Journal of Personality and Social Psychology, 51, No.6, 1173-1182.
8.Barwise, P. (1993b). Brand equity: Snark or boojum. Internation Journal of Research in Marketing, Vol. 10(6), 93-104.
9.Biel, A. L. (1992). How brand image drives brand equity. Journal of Advertising Research, 44(6), RC~6- RC~12.
10.Blackston, M. (1992). Observation: Building brand equity by managingthe brand’s relationships. Journal of advertising research,5(6), 79-83.
11.Blumberg, Donald F(1991). Improving Productivity in Service Operations on anInternational Basis. National Productivity Review 11: 167-179.
12.Booner, P. G. and Nelson, R. (1985), Product attributes and perceived quality:foods, In Jacoby, J. and Olson J. C, Ed., Perceived Quality, Lexington Books,New York, N Y.
13.Brasco, T. C. (1988). How brand name are valued for acquisitions.Journal of Consumer Research, 2(5), 24-39.
14.Cardozo, R. N. (1965), An Experimental Study of Customer Effort, Expection and Satisfaction, Journal of Marketing Research, Vol. 2, 244-249.
15.Churchill, G. A., Jr. and C. Surprenant, (1982). An investigation into the determinants of customer satisfaction. Journal of MarketingResearch, Vol. 19(Nov), 491-504.

16.Cobb-Walgern, C. J., Ruble, C. A., and Donthu, N. (1995). Brand equity,brand preference, purchase intent. Journal of Advertising, 3(3), 25-40.
17.Cronin, J. J. and Taylor, S. A. (1994), SERVPERF versus SERVQAL: Reconciling performance-based and perceptions-minus-expectations measurement of service quality,” Journal of Marketing, Vol. 58, No. 1, 125-131.
18.Czepiel, J. A(1974), Persprctive on Customer Satisfaction, American Management Association, New York, NY.
19.Day, R. L. (1977), Extending the concept of consumer satisfaction, Association for Consumer Research, Vol. 4, No. 1, 149-154.
20.Day, G. S. and Wensley, R.(1983), Marketing theory with a strategy orientation, Journal of Marketing, Vol. 47, No. 6, 79-89.
21.Ding, L., Velicer, W. and Harlow, L.(1995), Effects of estimation methods, number of indicators per factor and improper solutions on structural equation modeling fit indices, Structural Equation Modeling, Vol. 2, No. 2, 119-143.
22.Dodds, William B., Kent B. Monroe and Dhruv Grewal, ( 1991 ), Effects of Price, Brand and Store Information on Buyers’ Product Evaluations,Journal of Marketing Research , Vol. 28, 307-319.
23.Doyle, P.(1990), Building successful brands: The strategic options, Journal of Consumer Marketing, Vol. 5, No. 1, 5-20.
24.Farquhar,P.H.(1989),Managing Brand Equity ,Marketing Research, Vol. 1, 24-33.
25.Farquhar, P. (1990), Managing brand equity, Journal of Advertising Research,Vol. 30, No. 4, 7-12.
26.Fornell, C. (1992), A national customer satisfaction barometer: The Swedish Experience, Journal of Marketing, Vol. 56, No. 1, 6-22.
27.Garvin, David A. (1984), What Does Product Quality Really Mean, SloanManagement Review, Fall, 5-43.
28.Harvey, J (1998), Service Quality: a Tutorial. Journal of Operations Management 16 , 583-597.
29.Hellier, P. K., Geursen, G. M., Carr, R. A. and Rickard, J. A.(2003), Customer repurchase intention: A general structural equation model, European Journal of Marketing, Vol. 37, No. 11, 1762-1800.
30.Hempel, Donald J.(1977), Consumer Satisfaction with the HomeBuying Proce: Conceptualization and Measurement, in TheConceptualization of Consumer Satisfaction and Dissatisfaction,H. Keith Hunt, Cambriage : Mass Marketing Press.
31.Hernon, Peter, Nitecki. Danuta A , and Altman, Ellen (1999), Service Quality and Customer Satisfaction: an assessment and future directions, The Journal of Academic Librarianship,Vol. 25,N0. 1, 9-17.

32.Hong, S. C. and Goo, Y. J. J.(2004), A causal model of customer loyalty in professional service firms: An empirical study, International Journal of Management,Vol. 21, No. 4, 531-540.
33.Howard, J. A. and Sheth, J. N. (1969). The theory of buyer behavior. Journal ofMarketing. Vol. 56(1), 6-22.
34.Joewono, T. B. and Kubota, H. (2007), User Satisfaction with Paratransit in Competition With Motorization in Indonesia: Anticipation of Future Implications, Transportation, 33(3), 337-355.
35.Keller, K. L. (1993), Conceptualizing, measuring, and managing customer-based brand equity, Journal of Marketing, Vol. 57, No. 1, 1-22.
36.Kim, P. (1990). A perspective on brands. Journal of Consumer Marketung,3(7), 20-30.
37.Kotler, P., Swee, A. H., Siew, L. M. and Chin, T. T. (1996), MarketingManagement - An Asian Perspective, Prentice-Hall, Englewood Cliffs, NJ.
38.LaTour, S. A. and Peat, N. C., (1979). The Role of Situationally Produced Expectations, Others’ Experiences, and Prior Experiences in Determining Consumer Satisfaction. In Advances in Consumer Research(7), Ed. Jerry C. Olson. Ann Arbor, MI:Association for Consumer Research Press.
39.Lewis, R. C. and B. H. Booms(1983), The Marketing Aspects of Service Quality., Quoted in: L. Berry et al. Emerging Perspectives on Service Marketing (New York: American Marketing Association,).
40.Lin, W. B. (2007), The Exploration of Customer Satisfaction Model from a Comprehensive Perspective, Expert Systems with Applications, 33(1), 110-121.
41.Lovelock, C. H. (2001) Services Marketing, 4th ed., Prentice Hall International.
42.Martensen, A. and Gronholdt, L. (2003) , Improving library users’ perceived quality, satisfaction and loyalty: an integrated measurement and management system, Journal of Academic Librarianship, Vol.39, 140-147.
43.Martin, G. S., and Brown, T. J. (1990). In search of brand equity: The conceptualization and measurement of the brand impressionconstruct. In M. L. Childers (Ed.), Market Theory and Applica-tions, 2, 431-438. Chicago: American Marketing Association.
44.McDougall,G.H.C.andLevesque,T.(2000),Customer satisfaction with services: putting perceived value into the equation, Journal of Service Marketing, Vol.14, 392-410.
45.Monroe, Kent B. and R. Krishnan(1985). The Effect of Price onSubjective Product Evaluation, In Perceived Quality: HowConsumers View Stores and Merchandise. Jacob and Jerry C. OlsonLexington. MA: Lexington Books Press.
46.Monroe(1990), Kent B., Pricing: Making Profitable Decisions, New York.

47.Morgan, R. P. (2000), A consumer-orientated framework of brand equity and loyalty, International Journal of Market Research, Vol. 42, No. 1, 65-78.
48.Nunnally, J. C.,(1978) Psychometric Theory , McGraw-Hill, New York.
49.Oliver, R. L., (1999), Whence Consumer Loyalty, Journal of Marketing, Vol. 63, 33-44.
50.Ostrom, A. and Iacobucci, D. (1995), Consumer trade-offs and the evaluation of services, Journal of Marketing, Vol. 59, No. 1, 17-28.
51.Overby, J. W.(2000), The Impact of National Culture Upon The Customer Value Hierarchy: A Comparison Between French and American Consumers,Dissertation, Konxville: The University of Tennessee.
52.Parasuraman, A., Valarie A. Zeithmal and Leonard L. Berry (1985), A Conceptual Model of Service Quality and Its Implications for Future Research, Journal of Marketing, 44-51.
53.Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1988) SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality.Journal of Retailing 64, 12-40.
54.Parasuraman, A. and D. Grewal(2000). The Impact of Technology onthe Quality-Value-Loyalty Chain: A Research Agenda, Journal ofthe Academy of Marketing Science, Vol. 28(1), 168-74.

55.Patterson, P. G., and Spreng, R. A. (1997). Modeling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business,services context: An empirical examination. international. Journal of Service Industry Management, Vol. 8, 414-434.
56.Petrick, J. F. (2002), Development of a multi-dimensional scale for measuring the perceived value of a service, Journal of Leisure Research, Vol. 34, No. 2, 119-134.
57.Petrick, J.F. and Backman, S.J. (2002) , An examination of golf travelers’ satisfaction, perceived value, loyalty, and intentions to revisit, Tourism Analysis, Vol.6, 223-237.
58.Reichheld, F. F. and Sasser, W. E. Jr. (1990), Zero defections: Quality comes toservices, Harvard Business Review, Vol. 68, No. 5, 105-110.
59.Selnes, F.(1993) An examination of the effect of product performance on brand reputation, satisfaction and loyalth, European Journal of Marketing, Vol. 27, No. 9, 19-35.
60.Sheth, J. N., B. I. Newman and B. L. Gross(1991a), ConsumptionValues and Market Choice. Cincinnati, Ohio: South WesterbPublishing Press.
61.Sheth, J. N., B. I. Newman and B. L. Gross(1991b), Why we buy:A Theory of Consumption Values, Journal of Business Research, 22,(Mar), 159-170.
62.Shocker, A. D., and Weitz, B. (1988). A perspective on brand equity priniciples and issues. Journal of Service Marketing, Vol. 19(11),51-65.
63.Simon, C. J. and Sullivan, M. W. (1993), The measurement and determinants ofbrand equity: A financial approach, Marketing Science, Vol. 12, No. 1, 28-52.
64.Singh, J. (1991), Voice, Exit, and Negative Word-of-Mouth Behaviors: An Investigation Across Three Service Categories, Journal of the Academy of Marketing Science, Vol. 18(1), 1-15.
65.Stobert, P. (1989). Alternative methods of brand valuation. In J. Murphy(Ed.), Brand valuations: Establishing a ture and fair view,6 ,13-29. London: The Inter brand Group.
66.Szymanski, D. M. and Henard, D. H., (2001), Customer Satisfaction: A Meta-Analysis of the Empirical Evidence, Journal of the Academy of Marketing Science, Vol. 29(1), 16-35.
67.Wakefield, Robin L ( 2001). Measuring Service Quality: A Reexamination and Extension.The CPA Journal): 55-68.
68.Wong, A.(2004), The role of emotional satisfaction in service encounters,Managing Service Quality, Vol. 14, No. 5, 365-376.
69.Woodruff, Robert B(1997). Customer Value: The Next Source forcompetitive Advantage, Journal of the Academy of marketingScience, Vol. 25(2), 139-153.
70.Yoo, B., Donthu, N. and Lee, S. (2000), An examination of selected marketingmix elements and brand equity, Academy of Marketing Science, Vol. 28, No. 2, 195-211.
71.Zeithaml, Valarie A., ( 1988 ), Consumer Perceptions of Price, Quality,and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, Vol. 52, 2-22.
72.Zeithaml, V. A. (1988), Consumer perceptions of price, quality, and value: A meansendmodel and synthesis of evidence, Journal of Marketing, Vol. 55, No. 3, 2-22.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔