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研究生:紀盈如
研究生(外文):JI,YING-RU
論文名稱:探討關係行銷、服務品質、顧客滿意度與顧客忠誠度之驗證研究-以中部某地區教學醫院復健科為例
論文名稱(外文):An Empirical Study on Relationship marketing, Service Quality, Customer Satisfaction, and Customer Loyalty- A teaching hospital Rehabilitation Medicine in central Taiwan to be the example
指導教授:李義祥李義祥引用關係
指導教授(外文):LI,YI-XIANG
口試委員:李義祥黃慕也黃浩良
口試委員(外文):LI,YI-XIANGHUANG,MU-YEHUANG,HAO-LIANG
口試日期:2014-07-14
學位類別:碩士
校院名稱:育達科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
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:114
中文關鍵詞:復健科服務品質關係行銷顧客滿意度顧客忠誠度
外文關鍵詞:RehabilitationService qualityRelationship marketingCustomer satisfactionCustomer loyalty
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近年來醫療產業快速發展與健保總額支付政策之改變,醫療機構間的競爭漸趨白熱化,又民眾擁有自由選擇就醫場所之權利特性使然,民眾對於醫療服務品質之期望與實際體驗間存在服務認知差異。是以醫療院所欲滿足民眾之期望,當以醫療品質為指標,以獲取民眾對服務品質之信賴與滿意。
本研究將關注的焦點放在復健科病人對於醫療機構所提供服務的認知,探討關係行銷、服務品質、顧客滿意度和顧客忠誠度之關係,進而了解病人的需求。由於病人是醫院各醫療單位營運中主要的資源,需要提升高顧客滿意度跟忠誠度;而維持長期良好的醫院與病人關係,是醫療單位生存的重要關鍵。從多數研究中指出,顧客滿意度愈高將越提升顧客的忠誠度,而顧客忠誠度的提升,則有助於為管理者帶來更多更高的利潤及成長。相對的病患接受醫療服務的同時,也會以自身的感受來決定其整體醫療品質。
本研究以中部醫療機構復健科病人為研究對象,採問卷調查的實證研究方法,調查日期自2013年6月2日至6月22日,共發出750份問卷,總共回收730份問卷。統計分析方法上,以SPSS統計軟體作為資料分析工具,探討人口統計變數對各構面之差異分析,並以多元迴歸分析檢測變數之間的關係與假設檢定,重要研究結果與建議摘錄如下:
1. 關係行銷對服務品質、顧客滿意度及顧客忠誠度,具有顯著正向影響;服務品質
對顧客滿意度與顧客忠誠度,具有顯著正向影響;顧客滿意度對顧客忠誠度,具有顯著正向影響,建議醫療機構應加強關係行銷及服務品質,以此提升顧客滿意度進而維持顧客忠誠度。
2. 在整體模式研究發現,顧客滿意度對顧客忠誠度的影響最大,服務品質次之,關
係行銷的影響最小,建議醫療機構應提供良好的醫療服務品質,以提升顧客滿意度及忠誠度。
3. 在人口統計變數中,已婚者與未婚者在顧客忠誠度上有顯著差異,服務業、公教
及製造業對服務品質及顧客滿意度之看法有顯著差異。
4. 服務品質為關係行銷影響顧客滿意度的重要中介變數。

This study explored patient satisfaction with medical service quality, and then used the results as the basis for improving medical service quality and continuous monitoring the medical safety.
This study mainly focuses on the patients in rehabilitation, and attempts to explore the relationship between marketing, service quality, customer satisfaction and customer loyalty in ordre to understand patients demand. Patients are the key asset for the operation of hospitals and medical units, thence enhancing patient satisfaction and loyalty that leads to a lasting physician-patient relationship is crucial for the development of a medical unit. The majority of studies have shown that the greater degree of patient satisfaction leads to a higher level of patient loyalty, which yields profitable and developing conditions for managing hospitals. When patients get services, they willuse perceived satisfact to grade the overall quality of medical care.
This study takes the patients in rehabilitation and utilizes an empirical study method for a questionnaire survey. The investigation duration is form june 2th, 2013 to june 22th, 2013. Altogether 750 questionnaires are sent out and 730 of which are responded. , in statistical analysis method, the SPSS statistics software is used as data analysis tool to explore the difference analysis of demographic variables towards every dimension. In addition, the multiple regression analysis is adopted to test the relationship and hypothesis among these research variables. Several important research results and suggestions are extracted as follows:
1. Relationship marketing has positive influence on the service quality, customer
satisfaction, and customer loyalty. Service quality has obvious positive influence on the customer satisfaction and customer loyalty. Customer satisfaction has positive influence on customer loyalty. It is suggested that medical institutions should strengthen the relationship marketing and service quality, in order to enhance customer satisfaction and then to maintain customer loyalty.
2. The overall model study finds that the customer satisfaction has the most influence on
customer loyalty, while service quality takes the second place, and the relationship marketing is the last one. It is suggested that medical institutions should provide good quality health care services to enhance customer satisfaction and loyalty.
3. In demographic variables, married and unmarried persons have obvious different opinion on the customer loyalty. On the other hand, service industry, civil servants, teachers and manufacturing have obvious different opinions on the service quality and customer satisfaction.
4. Service quality is the important intervening variable of relationship marketing, which directly influences customer satisfaction.

誌謝 I
中文摘要 II
Abstract III
目錄 IV
表 目 錄 VI
圖 目 錄 VIII
一、 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 4
二、 文獻探討 6
2.1 醫療行銷 6
2.1.2醫療行銷的組合 7
2.2 關係行銷 8
2.2.1關係行銷的定義 8
2.2.2關係行銷構面的衡量指標 13
2.2.3關係行銷與傳統行銷之差異 14
2.3 服務品質 16
2.3.1 服務的特性 16
2.3.2服務品質的定義 17
2.3.3服務品質的觀念性模式 21
2.3.4服務品質的衡量指標 23
2.4 顧客滿意度(Customer Satisfaction) 26
2.4.1滿意度的定義 26
2.4.2顧客滿意度的定義 28
2.4.3顧客滿意度的相關文獻 29
2.4.4顧客滿意度的衡量指標 32
2.4.5病患滿意度 36
2.5.6 顧客滿意度與顧客忠誠度之關聯性 37
2.5 顧客忠誠度 38
2.5.1顧客忠誠度的定義 38
2.5.2顧客忠誠度的階段性 42
2.5.3顧客忠誠度的類型 43
2.5.4顧客忠誠度的衡量指標 44
2.5.5服務品質與顧客忠誠度之關聯性 46
三、研究方法 49
3.1 研究架構 49
3.2 研究假設 49
3.3 研究變項與操作性定義 53
3.4 抽樣設計 57
3.4.1 抽樣對象與抽樣方法 57
3.4.2 樣本大小 57
3.4.3 問卷設計 57
3.5 資料分析方法 58
四、實證結果分析 61
4.1 樣本結構分析 61
4.2 因素分析 62
4.3 信度與效度分析 64
4.4 整體分析 66
4.5 差異分析 69
4.6 相關分析 77
4.7 多元迴歸分析 79
4.8 小結 98
五、 結論與建議 102
5.1結論 102
5.1.1整體分析 102
5.1.2差異分析 103
5.1.3迴歸分析 103
5.2建議 104
5.2.1整體分析結果建議 105
5.2.2差異分析結果建議 105
5.2.3迴歸分析結果建議 105
5.2.4研究限制與後續研究建議 106
參考文獻 108
附錄【正式問卷】 113

參考文獻
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