跳到主要內容

臺灣博碩士論文加值系統

(44.192.20.240) 您好!臺灣時間:2024/02/27 10:34
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:林世強
研究生(外文):Shih-Chiang Lin
論文名稱:顧客滿意度與忠誠度調查:某醫學美容中心之消費者研究
論文名稱(外文):Survey of Customer Satisfaction and Loyalty: Customer Research from One Medical Aesthetic Clinic
指導教授:張重昭張重昭引用關係
指導教授(外文):Chung-Chau Chang
口試委員:黃俊堯張心馨
口試日期:2014-01-21
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:高階公共管理組
學門:社會及行為科學學門
學類:公共行政學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:68
中文關鍵詞:顧客滿意度顧客忠誠度再消費意願推薦意願實際再消費實際推薦
外文關鍵詞:Customer satisfactionCustomer loyaltyWill of repeat patronageWill of recommendationActual repeat patronageActual recommendation
相關次數:
  • 被引用被引用:10
  • 點閱點閱:364
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
目前醫學美容產業的供給大於需求,也意味進入了競爭激烈的成熟市場.在醫療關係上,醫學美容產業已跳脫傳統醫病「求醫」關係,而轉變為以服務業為主體,醫事技術為工具的醫療服務業,而提昇服務品質、醫療品質並進行差異化的行銷是醫學美容醫療服務提供者留住顧客永續經營的重點.

本研以某醫學美容中心的客戶為問卷調查的母群體,分析樣本的顧客滿意度、顧客忠誠度、實際再消費及實際推薦他人之間資料,發現顧客滿意度對於顧客忠誠度具有顯著正向關係,顧客忠誠度對於實際推薦行為具有顯著正向關係,顧客滿意度與顧客忠誠度對於實際再消費行為無顯著正向關係.結果顯示:顧客忠誠度的態度與顧客忠誠度的行為是明顯不同的.


Currently, supply is greater than demand in the market of medical aesthetics. It means that medical aesthetics market is gradually reaching maturity. The relationship between customers and medical aesthetic clinic is greatly different from traditional doctor patient relationship. Service become the major role of the practice of medical aesthetic clinic and medical technology play the required and ancillary part. On the purpose for sustainable operation, pursuit of higher customer satisfaction and loyalty are the major concerns.
This research was based on the customers of one medical aesthetic clinic. Analysis of customer satisfaction, loyalty, repeat patronage, and actual recommendation was performed. The data showed that customer satisfaction is related to customer loyalty, and customer loyalty is related to actual recommendation, but both customer satisfaction and customer loyalty are not related to repeat patronage. Conclusion: there is variance between the attitude and behavior of customer loyalty.


目 錄
口試委員會審定書………………………………………………………………. Ⅱ
誌謝………………………………………………………………………………. Ⅲ
中文摘要…………………………………………………………………….…… Ⅳ
英文摘要…………………………………………………………………………. Ⅴ
目錄…………………………………………………….…………………….…... Ⅵ
圖目錄……………………………………………………………………………. ⅥII
表目錄……………………………………………………………………………. IX
第一章 緒論………………………………………………........………………….. 1
第一節 研究背景………………………………………………………… 1
第二節 研究動機………………………………………………………… 4
第三節 研究目的………………………………………………………… 4
第四節 論文架構與研究流程…………………………………………… 6
第二章 文獻探討…………………………………………………………………… 8
第一節 醫學美容………………………………………………………… 8
第二節 服務行銷………………………………………………………… 10
第三節 服務品質………………………………………………………… 14
第四節 顧客滿意度……………………………………………………… 17
第五節 顧客忠誠度……………………………………………………… 18
第六節 關係行銷………………………………………………………… 20
第三章 研究方法…………………………………………………………………… 22
第一節 研究架構………………………………………………………… 22
第二節 研究範圍、研究對象與樣本選取……………………………… 24
第三節 研究假設………………………………………………………… 24
第四節 研究變項構面與操作型定義…………………………………… 26
第五節 資料蒐集與分析方法…………………………………………… 28
第四章 資料分析結果……………………………………………………………… 30
第一節 受測樣本分析…………………………………………………… 30
第二節 描述性統計分析………………………………………………… 33
第三節 因素分析………………………………………………………… 36
第四節 複迴歸分析……………………………………………………… 38
第五節 邏輯斯迴歸分析………………………………………………… 40
第六節 百分比同質性考驗……………………………………...…….... 46
第七節 差異性分析……………………………………………………… 47
第八節 小結……………………………………………………………… 55
第五章 研究結論與建議……………………………………….. ………………… 57
第一節 研究結論………………………………………………………… 57
第二節 研究建議與貢獻………………………………………………… 61


參考文獻…………………………………………....………………………….…… 63
附錄 顧客滿意度調查問卷…………………………………………………….…… 66



1王正坤, ''整合理性行為理論、組織環境與產品價格探討醫學美容消費者行為意圖'' (成功大學, 2011), pp. 1-94.
2王鼎鈞, ''陸客自由行首發團抵台 健康檢查醫學美容產業夯'' <http://legacy.nownews.com/2011/06/28/320-2723528.htm - ixzz1RGDaWch2> [Accessed 11/11 2013].
3江致平, ''從關係行銷觀點探討醫學美容中心之經營'' (2003).
4吳生忠, ''醫學美容消費者購買決策之研究'' (中山大學, 2009).
5宋奉宜, ''公立醫院自費醫療服務之績效評估─ 以某醫學美容中心為例'' (2003).
6李逸揚、黃麗嘉、吳心如, ''醫學美容產品創新趨勢與台灣發展契機'', (工業技術研究院 產業經濟與趨勢研究中心, 2010).
7李筱嬋, ''美色不只一層皮?男性使用醫學美容現象初探'' (成功大學, 2009), pp. 1-74.
8周憲, 美學是什麼 (揚智文化事業股份有限公司, 2002).
9黃鈺婷 林信一, ''醫學美容產業未來展望第一線經營者的觀察'', 長庚科技學刊 (2009), 17-19.
10洪啟元, ''醫療美容消費族群對觀光醫療之行為動機模式'' (亞洲大學, 2009).
11曹賜斌, ''整形外科界經營醫學美容創新策略創新模式之研究'' (國立中山大學, 2007).
12陳婉甄, ''風險知覺與醫學美容消費行為的關係之研究'' (輔仁大學, 2010).
13曾光華, 服務業行銷:品質提升與價值再造 (台北縣三重市: 前程文化, 2007).
14董行洲, ''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'' (2010).
15廖苑利, ''台灣醫學美容診所發展趨勢與市場概況 '', 工研院電子報 2010/11/20.
16蔡青姿, ''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'' (2004).
17鄭婉君, ''臉部整形美容醫療情境中的女性身體經驗'' (高雄醫學大學, 2005), pp. 1-128.
18蘇子炘, ''醫學美容消費者體驗層級效果模式'' (2006).
19Eugene W. Anderson, and Mary W. Sullivan, ''The Antecedents and Consequences of Customer Satisfaction for Firms'', Marketing science, 12 (1993), 125-43.
20Keki R. Bhote, Beyond Customer Satisfaction to Customer Loyalty: The Key to Greater Profitability (1996).
21Ruth N. Bolton, ''A Dynamic Model of the Duration of the Customer''s Relationship with a Continuous Service Provider: The Role of Satisfaction'', Marketing Science, 17 (1998), 45-65.
22Albert Caruana, ''Service Loyalty: The Effects of Service Quality and the Mediating Role of Customer Satisfaction'', European journal of marketing, 36 (2002), 811-28.
23Gilbert A. Churchill Jr, and Carol Surprenant, ''An Investigation into the Determinants of Customer Satisfaction'', Journal of Marketing research (1982), 491-504.
24John A. Czepiel, and Larry J. Rosenberg, ''Consumer Satisfaction: Concept and Measurement'', Journal of the Academy of Marketing Science, 5 (1977), 403-11.
25Ellen Day, and Melvin R. Crask, ''Value Assessment: The Antecedent of Customer Satisfaction'', Journal of Consumer Satisfaction Dissatisfaction and Complaining Behavior, 13 (2000), 52-60.
26Claes Fornell, ''A National Customer Satisfaction Barometer: The Swedish Experience'', the Journal of Marketing (1992), 6-21.
27Lars Gronholdt, Anne Martensen, and Kai Kristensen, ''The Relationship between Customer Satisfaction and Loyalty: Cross-Industry Differences'', Total Quality Management, 11 (2000), 509-14.
28Christian Gronroos, Fredrik Heinonen, Kristina Isoniemi, and Michael Lindholm, ''The Netoffer Model: A Case Example from the Virtual Marketspace'', Management Decision, 38 (2000), 243-52.
29Allison E. Hart, and Philip J. Rosenberger, ''The Effect of Corporate Image in the Formation of Customer Loyalty: An Australian Replication'', Australasian Marketing Journal (AMJ), 12 (2004), 88-96.
30Dawn Iacobucci, Amy Ostrom, and Kent Grayson, ''Distinguishing Service Quality and Customer Satisfaction: The Voice of the Consumer'', Journal of Consumer Psychology, 4 (1995), 277-303.
31Jacob Jacoby, and Robert W. Chestnut, Brand Loyalty: Measurement and Management (Wiley New York, 1978).
32Thomas O. Jones, Sasser, W. Earl, ''Why Satisfied Customers Defect'', Harvard business review, 73 (1995), 88-&;.
33Philip Kotler, Swee Hoon Ang, Siew Meng Leong, and Chin Tiong Tan, Marketing Management: An Asian Perspective (2003).
34Philip Kotler, and Kevin Lane Keller, ''Marketing Management. Praha'', (Grada publishing, 2007).
35Hsin-Ti Lee, ''Taiwanese Females'' Motives for Cosmetic Surgery: The Impact of Body Image, Interpersonal Relationships and Media Reports'', (2009).
36C. H. Lovelock, ''The Customer Experience'', Services marketing (1991), 12-23.
37Richard L. Oliver, ''A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions'', Journal of marketing research (1980), 460-69.
38A. Parasuraman, Valarie A. Zeithaml, and Leonard L. Berry, ''Servqual'', Journal of retailing, 64 (1988), 12-40.
39Anantharanthan Parasuraman, Valarie A. Zeithaml, and Leonard L. Berry, ''A Conceptual Model of Service Quality and Its Implications for Future Research'', The Journal of Marketing (1985), 41-50.
40Kevin Keller Philip Kotler, Marketing Management. 14 edition edn (Prentice Hall, 2011), p. 816 pages.
41Frederick F Reichheld, and W Earl Sasser, ''Zero Defections: Quality Comes to Services'', Harvard business review, 68 (1990), 105-11.
42David B. Sarwer, and Canice E. Crerand, ''Body Image and Cosmetic Medical Treatments'', Body image, 1 (2004), 99-111.
43Mark E. Slama, and Armen Tashchian, ''Selected Socioeconomic and Demographic Characteristics Associated with Purchasing Involvement'', The Journal of Marketing (1985), 72-82.
44Valarie A. Zeithaml, ''Service Quality, Profitability, and the Economic Worth of Customers: What We Know and What We Need to Learn'', Journal of the Academy of Marketing Science, 28 (2000), 67-85.
45Valarie A. Zeithaml, Mary Jo Bitner, and D. Gremier, ''Services Marketing: Integrating Customer Focus across the Firm . 2000'', (McGraw-Hill, New York).


QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top