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研究生:王苡權
研究生(外文):Yi-Chuan Wang
論文名稱:關係行銷與協同生產之研究-以牙醫診所為例
論文名稱(外文):Relationship Marketing and Coproduction in Dental Clinics
指導教授:楊景傅楊景傅引用關係
指導教授(外文):Jing-Fuh Yang
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:國際管理碩士學位學程
學門:社會及行為科學學門
學類:經濟學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:英文
論文頁數:76
中文關鍵詞:忠誠度協同生產關係品質溝通關係投資服務品質
外文關鍵詞:relationship qualitycommunicationrelationship investmentservice qualitycoproductionloyalty
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協同生產的目標是藉由顧客參與合作,而創造出更高價值的服務過程。在全民健保實施後,牙醫市場更呈現高度競爭之情況,牙醫產業為高接觸、高涉入產業,同時也因治療期間長, 診所與病患間容易形成一定的關係,本研究欲提出一個適合牙醫產業並加入協同生產概念在關係行銷模式中,經由文獻探討我們整理出在關係行銷中三個重要的前置因素:服務品質、關係投資、溝通,近年來協同生產在各產業廣泛運用,有鑒於此,本研究加入了協同生產因素探討與關係品質(信任、承諾、滿意)及忠誠度之關係。
本研究對象針對8家大型牙醫診所高頻率回診病患進行探討,診療項目包含植牙、牙齒美容、齒列矯正、牙周病及假牙等,共取得452份有效樣本,同時以結構方程模式(SEM)驗證研究假設,經由實證得出以下結果:
1. 服務品質與溝通會正向影響關係品質,但關係投資與關係品質間為負向關係,同時溝通對關係品質又有最大影響的效果。
2. 在關係品質中,只有承諾會有效的影響協同生產行為。
3. 協同生產在關係品質與病患忠誠度間有部分的間接效果。
Coproduction is the goal that the customers co-create the higher value for the process of service. After the National Health Insurance (NHI) implementing, the dental care market has become highly competitive. According to dentistry is a high-contact and high-involvement industry. The period of treatment is long therefore patients and dental clinics would establish the relationship easily. This research constructs a relationship quality model and combines it with factors of coproduction which is suitable for dentistry. From literature review, there are three important factors in the antecedent factors of relationship quality which are service quality, relationship investment and communication respectively. In recent years, the concept of coproduction is developed in many industries. Due to this reason, this research proposes the three factors links to coproduction and further discuss the patients’ loyalty. This study exams the antecedent factors, relationship quality (trust, commitment, satisfaction and coproduction) and final outcome (loyalty). On the basis of testing, 452 samples are collected from patients in 8 large-scale dental clinics finally. Furthermore, most of relationships in our model are partially supported. After testing, the result shows that coproduction may have a significant role in dentistry. The empirical tests that this study uses to examine the hypotheses are Lisrel 8.8 of Structural Equation Modeling (SEM) and spss 14.0 to examine the hypothesis. The research findings are as follows:
1. Service quality and communication have positive effects on relationship quality but relationship investment influence relationship quality negatively.
2. In relationship quality, only the factor of commitment affects coproduction significantly.
3. Coproduction is a partial role of indirect effect between relationship quality and patients loyalty.
1. Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Purpose 3
1.3 Research Procedure 4
2. Literature Review 5
2.1 Relationship Quality 5
2.2 Service Quality 8
2.3 Relationship Investment 10
2.4 Communication 12
2.5 Coproduction 14
2.6 Loyalty 16
3. Research Design and Methodology 19
3.1 Research Framework 19
3.2 Definition and Measurement of Research Variables 20
3.3 Questionnaire Design and Pretest 27
3.4 Subject Population and Data Collection Method 29
3.5 Analytical Method 29
4. Empirical Analysis and Discussion 30
4.1 Sample Structure Description 30
4.2 Descriptive Analysis 32
4.3 Empirical Model Evaluation 34
4.4 Hypotheses Testing and Structure Model Analysis 48
4.5 Empirical Result Discussion 52
5. Conclusion and Suggestion 55
5.1 Research Finding 55
5.2 Theoretical and Managerial Implication 56
5.3 Study Limitation and Future Research 59
Reference 61
Appendix- Questionnaire 67
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