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研究生:黃睿祺
研究生(外文):Ruei-Ci Huang
論文名稱:提升醫院形象之探討-以「信任-關係承諾」理論觀點
論文名稱(外文):The Study of Improvement for the Image of Hospital – the View of「Trust - Relationship Commitment」Theory
指導教授:張巧真張巧真引用關係
指導教授(外文):Ciao-Jhen Jhang
學位類別:碩士
校院名稱:國立東華大學
系所名稱:國際企業學系
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:2011
畢業學年度:100
語文別:中文
論文頁數:98
中文關鍵詞:共享價值觀溝通信任關係承諾顧客滿意度品牌忠誠度品牌知名度品牌權益醫院形象
外文關鍵詞:Shared valuescommunicationtrustrelationship commitmentcustomer satisfactionbrand awarenessbrand equitythe image of hospitalsbrand loyalty
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本研究欲探討影響個案醫院病患其知覺醫院形象的因素。藉以了解病患其知覺的醫院形象之品牌權益架構等變數的認知情形為何?病患其知覺的醫院形象之品牌權益架構等變數在人口統計背景變項上有何差異?而個案醫院病患其知覺的品牌權益架構等變數如何影響醫院形象?並參考國內外相關文獻,選定共享價值觀、溝通、信任、關係承諾、顧客滿意度、品牌忠誠度、品牌知名度、品牌權益與醫院形象作為本研究之變數。以個案醫院之醫療病患為研究對象,採問卷調查方式針對醫療病患對於個案醫院知覺醫院形象之品牌權益架構之關係進行調查,得到下列研究結果:病患知覺品牌權益、信任程度、顧客滿意度及關係承諾對於醫院形象有顯著的正向影響。同時,研究發現當病患有較高的共享價值觀、溝通、信任、關係承諾、顧客滿意度、品牌忠誠度、品牌知名度、品牌權益時,病患知覺的醫院形象也會越高。故未來醫療人員及相關服務人員應運用關係行銷概念,以病患的整體需求為考量,在病患心目中建立醫療院所的良好形象。
This research is to discuss the impact factors for the perceived hospital image of patients. To understand the perceived brand equity structure variables in hospital image of patients. How will the perceived brand equity structure variables in hospital image of patients show the difference in demographic variables? How will the perceived brand equity structure variables of patients show impact on hospital image? This research refers to the relevant literature to select shared values, communication, trust, relationship commitment, customer satisfaction, brand loyalty, brand awareness, brand equity, the image of hospitals as the research variables. The patients in case hospital are the research samples, and the questionnaire survey is used in this research to investigate the relationship between perceived brand equity structure variables in hospital image The data analysis results are as following:1. Patients with a positive perception of the brand equity will significantly affect patient perception of hospital image; trust, customer satisfaction and the relationship between medical personnel committed acts of positive significant impact on patient perception of the image of the hospital, 2. With higher patient perception of shared values, communication, trust, relationship commitment, customer satisfaction, brand loyalty, brand awareness and brand equity and the image of the hospital will be higher. Based on the findings, the hospital health professionals and service personnel should be used to conduct relationship marketing concept, to find a patient's overall demand to establish a good image of hospitals.
目錄 iv
表目錄 vii
圖目錄 ix
第一章、緒論 1
一、研究背景與動機 1
二、研究目的 3
三、研究獨特性 3
四、研究流程與研究步驟 3
第二章、文獻探討 7
一、關係行銷相關文獻 7
二、顧客關係的前置變數 9
三、信任(Trust)相關文獻 11
四、承諾(Commitment)相關文獻 15
五、顧客滿意度相關文獻 20
六、醫院形象相關文獻 23
七、品牌相關文獻 24
八、關係行銷在醫療產業的重要性 29
第三章、研究方法 31
一、研究架構 31
二、操作性定義 40
三、抽樣方法 41
四、統計分析方法 41
第四章、研究成果分析 43
一、描述性統計分析 43
二、信度與效度分析 50
三、T檢定及變異數分析 55
四、相關分析 68
五、迴歸分析 69
六、研究結果說明 77
第五章、研究結論與建議 81
一、研究結論 81
二、建議事項 83
參考文獻 87
附錄 93
一、中文部分
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3. 李大有(1997),「銀行業關係行銷之策略規劃之研究」,國立政治大學企業管理研究所碩士論文。
4. 沈筱玲,李國安(1997),「私人銀行業務簡介及突破發展限制的方法」,《產業金融季刊》,第97 期,108-118。
5. 和平整合資訊(2005),http //www.peace.com.tw/solutions/content/so13.htm。
6. 周文賢(2000),《多變量統計分析—SAS/STAT之應用》,台北:智勝文化。
7. 周泰華、黃俊英、郭德賓(1999),「服務品質與顧客滿意評量模式比較研究」,《輔仁管理論》,第六卷第一期,37-68。
8. 林旭初(1997),「關係行銷文化特質之研究-以台灣壽險業務員銷售活動為例」,政治大學企業管理研究所碩士論文。
9. 林東和(2000),「私人銀行業務在國內之發展策與現況探討」,國立台灣大學碩士論文。
10. 林啟仁(2004),「銀行經營財富管理業務關鍵因素之研究-從業人員認知差異分析」,國立高雄第一科技大學金融營運系碩士論文。
11. 張玉琳(1996),「消費市場之關係行銷研究-以信用卡為例」,國立政治大學企業管理研究所碩士論文。
12. 張峻銘(1997),「互動行銷技術對關係行銷之影響」,政治大學企業管理學系碩士論文。
13. 張維昌(1999),「私人銀行業務之規劃」,行政院所屬各機關因公出國人員出國報告書。
14. 曾才宏(1996),「資訊技術在關係行銷上之運用-以台北市百貨業為例」,政治大學企業管理研究所碩士論文。
15. 曾美幸(2003),「英國金融監理制度實習及瑞士私人銀行業務考察報告」,行政院及所屬各機關出國報告。
16. 湯文華(1997),「關係行銷在消費性市場上應用之研究」,大同工學院事業經營研究所碩士論文。
17. 黃見益(2003),「財富管理顧客忠誠度之探討-以中國國際商業銀行財富管理部門為例」,國立東華大學企業管理學系在職專班碩士論文。
18. 鄭仰真(2004),「銀行業財富管理對顧客滿意度與顧客忠誠度之關聯性研究-以台南縣市中小企業主為例」,國立成功大學高階管理碩士在職專班碩士論文。
19. 鄭昭敏(1997),「航空公司哩程累計酬賓計劃與顧客忠誠度、關係行銷之研究」,國立台灣大學國際企業學研究所碩士論文。
20. 謝岫芸(1999),「會員制俱樂部關係行銷之研究─KMV模式之應用」,中國文化大學觀光事業研究所碩士論文。
21. 羅旭華(2004),《理財宏觀》。台北:商週出版。
22. 蘇朝山(2002),「財富管理業務策略規劃之研究-以高雄銀行為例」,國立中山大學高階經營碩士班碩士論文。

二、英文部分

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5. Back, K., Lee, C. & Abbott J(2010) „“Internal Relationship Marketing: Korean Casino Employees' Job Satisfaction and Organizational Commitment“„Cornell Hospitality Quarterly,. 52(2) 111-124
6. Bauer, H. H., M. Grether, and M. Leach (2002), “Building Customer Relations over the Internet,” Industrial Marketing Management, 155-163.
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8. Bicker, Lyn (1996), “Private Banking in Europe,” New York : Routledge.
9. Bloching B, H.F Stock and J. Scheel (2008) , “Hospital marketing should focus on physicians: Lessons from Germany,” Journal of Medical Marketing,8(4),303–310
10. Brock, T. C. (1997). “Implication of Commodity Theory for Value Change,” NY: Academic Press.
11. Bryce, H.(2007) „“The public´s trust in nonprofit organizations: The role of relationship marketing and management”, California Management Review, 49(4),112-131
12. Crosby, L. A., K. R. Evans, and D. Cowles. (1990), “Relationship Quality in Services Selling: an Interpersonal Influence Perspective,” Journal of Marketing, 28, July, 68-81.
13. Donaldson, Bill. (1990), “Customer Service as a Competitive Strategy,” Journal of Strategic Marketing, 3, 113-126.
14. Doney, Patricia M. and Joseph P. Cannon. (1997), “An Examination of the Nature of Trust in Buyer-Seller Relationships,” Journal of Consumer Research, 61, 35-51.
15. Dupont, R (1998), “Relationship Marketing; A Strategy for Customer-owned Utilities in a Restructured Industry,” Journal of Marketing, 11-16.
16. Ford, R. C. (1990), “Delivery excellent service: Lessons from the best firms. California Management Review, 44, 1, 39-56.
17. Ganesan, S. (1994), “Determaints of Long-term Orientation in Buyer-Seller Relationships,” Journal of Marketing, 58, 1-19.
18. Garbarino, Ellen and Mark Johnson. (1999), “The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships,” Journal of Marketing, 63, April, 70-87.
19. Gruen, T. W, J. 0 summers, and F. Acito (2000), “Relationship Marketing Activities, Commitment, and Membership Behavior; in Professional Associations,” Journal of Marketing, 3, 34-50.
20. Gundlach, G., R. Achrol, and J. Mentzer. (1995), “The structure of commitment in exchange,” Journal of Marketing, 59, 1, 78-92.
21. Hakansson, H. (1982), “An Interaction Approach,” In International Marketing and Purchasing of Industrial Goods: An Interaction Approach. Ed. Hakan Hakansson. New York: John Wiley, 10-27.
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23. Hegji, CE, DR. Self and C.S Findley (2007) , “The link between hospital quality and services profitability ,”International Journal of Pharmaceutical and Healthcare Marketing, 1(4),290-303
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28. Lagace, R. R., Dahlstorm, R., and Gasseheimer, J. B. (1991), “The relevance of ethical salesperson behavior on relationship quality,” The pharmaceutical industry. Journal of Personal Selling and Sales Management, 11, 4, 39-47.
29. Liljander, V. and Strandvik, T. (1993), “The nature of customer relationships in services,” Advances in Service Marketing and Management, 4, winter, 141-167.
30. Lin L.Y.(2010) „“The Influence of Corporate Image, Relationship Marketing, and Trust on Purchase Intention: The Moderating Effects of Word-of-Mouth“,Tourism review, , 65(3),531-541
31. Mayer, R. C., J. H. Davis, and F. D. Schoorman (1995), “An Integrative Model of Organizational Trust,” Academy of Management Review, 20, 3, 709-730.
32. Moehlman, M. (2004), “What is Wealth Management,” Dental Economics, 94, 10, 183-241.
33. Mohr, J. and Spekman, P. (1994), “Characteristics of Partnership Success: Partnership attributes, communication behavior, and conflict resolution techniques,” Strategic Management Journal, 15, 2, 135-152,
34. Moorman, C., Zaltman, G., and Deshpande, R. (1992), “Relationships between providers and users of marketing research: The dynamics of trust within and between organizations,” Journal of Marketing Research, 29, (August), 314-329.
35. Morgan, R. and S. Hunt. (1994), “The commitment-trust theory of relationship marketing.” Journal of Marketing, 58, 2, 20-38.
36. Mukherjee, A. and P. Nath (2003), “A model of trust in online relationship banking,” International Journal of Bank Marketing, 21, 1, 5-15
37. Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). “Factors influencing The effectiveness of relationship marketing: A meta-analysis. Joural of Marketing“, 70(4),136-153.
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39. Rousseau, Denise, Sim B. Sitkin, Ronald Burt, and Colin Camerer. (1998), “Not so Different After All: A Cross-Discipline View of Trust,” the Academy of Management Review, 23, 4, 393-404.
40. Scheer, L.K. and Stern, L.W. (1992), “The Effect of Influence Type and Performance Outcomes on Attitude toward the Influence,” Journal of Marketing Research, 29, February, 128-142.
41. Schein, Edgar H. (1990), “Organizational Culture,” American Psychologist, 45, 2, 109-119.
42. Schurr, P.H. and Ozanne, J.L. (1985), “Influences on exchange process: buyers preconceptions of a seller trustworthiness and bargaining toughness,” Journal of Consumer Research, 11, 4, 939-953.
43. Shemwell, D. J. J., and Cronin, J. J. J. (1995), “Trust and commitment in customer/service-provider relationships: An analysis of differences across service types and between sexes,” Journal of Customer Service in Marketing and Management, 1, 2, 65-75.
44. Singh, Jagdip and Deepak Sirdeshmukh. (2000), “Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments,” Journal of the Academy of Marketing Science, 28, 1, 150-167.
45. Sirdeshmukh, D., Singh, J. and Sabol, B. (2002), “Consumer Trust, Value, and Loyalty in Relational Exchanges,” Journal of Marketing, 66, 15-37.
46. Smith, J. Brock. and Donald W. Barclay. (1997), “The Effects of Organizational Differences and Trust on the Effectiveness of Selling Partner Relationships,” Journal of Marketing 61, (January), 3-21.
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48. Weitz, B. A. and S. Jap. (1995), “Relationship Marketing and Distribution Channels,” Journal of the Academy of Marketing Science, 23, 4, 305-320.
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51. Wortzel, R. (1979). “Multivariate Analysis“. New Jersey: Prentice Hall.
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