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顧客知覺價值於醫療產業的應用-從顧客關係到醫院品牌之研究

李雅雁; Li, Ya-yan 林懿貞; Yichen Lin; 科技管理研究所碩士班 2009

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  • 題名:
    顧客知覺價值於醫療產業的應用-從顧客關係到醫院品牌之研究
  • 著者: 李雅雁; Li, Ya-yan
  • 林懿貞; Yichen Lin; 科技管理研究所碩士班
  • 主題: 品牌知覺度; 顧客知覺價值; 顧客關係建立; 品牌忠誠度; Customer perceiv; Customer relationship building
  • 描述: 在台灣，醫院企業化經營之興起，及人們對醫療權益重視等衝擊，使醫院逐漸開始重視建立良好醫病關係以及積極提昇醫院品牌印象。消費者可自由選擇醫療提供者，即病患不需要透過家庭醫師轉診就可依自己的需求直接尋找專科醫師看診或到大醫院就醫。再加上台灣的醫院林立、全民健保制度的高納保率及高給付範圍，促使民眾就醫便利性高及無就醫障礙行成另一種就醫特色。除此之外，由於在法律規章上醫療機構以及醫院無法施行任何商業性的廣告去強化顧客對於醫院品牌的忠誠度。因此，與醫院的顧客建立良好的互動關係去強化醫院的品牌意象就變得極為重要。本研究利用AMOS軟體來執行結構方程模型分析，總計發放200份問卷，最後採計170份，問卷回收率85%。根據受訪者的回應，歸納出主要研究結論如下：(1)藉由顧客知覺價值的觀點點出三個影響醫院品牌知覺度以及品牌忠誠度的因素: 服務補救、顧客授權以及開放式溝通。(2)藉由與顧客之間的關係建立，醫療機構能夠有效的強化本身的品牌知覺度以及品牌忠誠度。
    The significance of customer perceived value (CPV) has been highly recommended in great numbers of issues in these years for value is taken as a crucial element of relationship marketing and the ability of a firm to offer key value to its customers is thought of one of the greatest effective competitive strategies (Ravald and GrÖnroos, 1996). However, there are not many studies have investigated CPV in medical service industry. Due to the impact of medical rights concept and rising of hospital industry operating, it has to raise the service quality and value-adding of medical industry to reinforce the industry competition in Taiwan. Medical institutions and hospitals are restricted in their skill to improve brand loyalty due to they are not lawfully approve to proceed any commercial advertising in Taiwan. Consequently, building the relationship with the customer is a needed crucial subject for enhancing hospital brand image. This study identifies three factors that influence the hospital brand awareness and brand loyalty through the customer perceived value: service recovery, customer empowerment and open communication. An empirical test of the relationships among these factors suggests that hospitals can be successful in creating positive brand awareness and brand loyalty if they can build the well relationship with their customers.
    碩士
  • 建立日期: 2009
  • 格式: 121 bytes
    text/html
  • 語言: 英文
  • 識別號: http://nutnr.lib.nutn.edu.tw/handle/987654321/2616
  • 資源來源: NUTN IR
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