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研究生:盧奕成
研究生(外文):Lu, I-Cheng
論文名稱:不同等級醫院心理帳戶及其對醫療服務價值認知之探討
論文名稱(外文):To Explore the Mental Account of Different Levels of Medical Organization and it’sInfluence on the Cognition of the Value of Medical Service
指導教授:黃俊寧黃俊寧引用關係
口試委員:袁國榮羅乾鐘
口試日期:2012-07-19
學位類別:碩士
校院名稱:國立聯合大學
系所名稱:管理碩士學位學程
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:2012
畢業學年度:100
語文別:中文
論文頁數:94
中文關鍵詞:認知服務期望的服務知覺服務價值心理帳戶
外文關鍵詞:Cognitive ServiceExpected ServicePerceived Service ValueMental Accounting
相關次數:
  • 被引用被引用:1
  • 點閱點閱:281
  • 評分評分:
  • 下載下載:26
  • 收藏至我的研究室書目清單書目收藏:1
國內醫療市場開放,台灣醫療市場已有商品化的趨勢,醫院為了改善競爭優勢,而將服務列為重要的競爭指標。過去關於顧客對醫療服務屬性與醫療服務品質相關的研究已不乏探討,但是在民眾對服務的認知上,其相關研究仍少有探討。

自全民健康保險實施以來,行政院衛生署將醫療院所依其成立目的與任務,共分成四種等級,由下而上為診所、地區醫院、區域醫院與醫學中心。有別於以往研究,本研究將重心放在瞭解民眾對不同等級醫院服務的認知,並利用心理帳戶作為本研究之主要變數,探討民眾對不同等級醫療院所服務的認知行為,其目的在研討
不同的心理帳戶對期望的服務與知覺服務價值之影響;不同等級醫療院所期望的服務與知覺服務價值之差異。

研究結果發現:
1. 民眾會因為醫療分級制度,而對於不同等級醫療機構建立不同的訊息架構,也就是存在著不同的心理帳戶。
2. 心理帳戶的存在會影響民眾對服務的期望與知覺服務價值的認知。
3. 不同的心理帳戶會導致民眾對醫療機構產生認知上的差異,所以民眾對不同等級醫療院所之期望的服務與知覺服務價值會產生部分差異。
With the opening of domestic medical market, Taiwan’s healthcare market is appearing the trend of commercialization. In order to gain the competitive advantage, many hospitals regard service activities as important indices. There were many literatures discussed medical service attribute and medical service quality, but few of them were related to the cognition of services.

According to the establishment of objectives and tasks, Department of Health,
Executive Yuan divided medical institutions into four levels since the implementation of National Health Insurance. This study differs from others in that we focus on understanding people’s cognitive behavior in different levels hospital. We first explore the existence of Mental Account in medical service, and than use Mental Account as the main variables to study their influences on expected service and perceived service value.

This study concludes that : (1) Different message frams are formed in people’s mind according to medical classification system, that is, the menatl accounts exist according to different level medical institutions. (2) People’s cognition on the expected service and perceived service value are affected by the existence of mental accounts. (3) Different mental account in medical institutions results in different cognition, and different cognition makes people’s expected service and perceived service value partial different.
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻回顧 4
第一節 服務的定義與特性 4
第二節 顧客對服務的認知結構 6
第三節 服務品質定義與衡量模型 10
第四節 服務價值 17
第五節 心理帳戶 19
第六節 醫療分級制度 24
第三章 研究方法 26
第一節 研究架構與假設 26
第二節 研究變數之操作型定義與衡量 30
第三節 研究設計 34
第四節 資料分析方法 36
第四章 資料分析與驗證 38
第一節 問卷前測 38
第二節 樣本特徵與敘述性統計 43
第三節 正式問卷信度與效度分析 45
第四節 樣本特性分析 49
第五節 假說驗證 60
第五章 結論與建議 67
第一節 研究結論 67
第二節 管理意涵 69
第三節 後續研究建議 71
參考文獻 72
附錄一:前測問卷 79
附錄二:正式問卷 87

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