醫學美容產業顧客需求滿意度、顧客價值滿意度與顧客忠誠度之關聯性研究－以中部地區某署立醫院為例

A Study on the Association of Customer Demand Satisfaction, Customer Value Satisfaction, and Customer Loyalty in Medical Aesthetics Industry: Case of a Public Hospital in Central Taiwan

10.29681/PCJHM.201212.0004

劉偉文(Wei-Wen Liou)；吳育欣(Yu-Shin Lee)；李玉綉(Yu-Shiou Lee)；李明輝(Ming-Hui Lee)；丁玉培(Yu-Pei Ding)

醫學美容 ； 顧客需求滿意度 ； 顧客價值滿意度 ； 顧客忠誠度 ； Medical aesthetics ； customer demand satisfaction ； customer value satisfaction ； customer loyalty

寶建醫護與管理雜誌

10卷2期（2012 / 12 / 01）

24 - 36

繁體中文

本研究探討自費醫學美容服務的顧客需求滿意度、顧客價值滿意度、顧客忠誠度以及以顧客關係管理為基礎的自費醫學美容服務行銷策略。採橫切面的結構問卷調查，以中部某署立醫院所接受自費醫學美容服務者為主要研究對象，結果發現在各構面滿意度與同意度平均值皆大於4（滿分5），顧客需求及顧客價值滿意度對顧客忠誠度有顯著的正相關。而顧客個人基本變項中的就診別、年齡、職業、月所得及就診頻率會影響顧客忠誠度。因此自費醫學美容業者可利用顧客關係管理的概念，同時滿足顧客需求與顧客價值，提升顧客忠誠度以改善服務品質及增加營收。

This research explore into the customer demand satisfaction, customer value satisfaction and the customer loyalty, as well as the marketing strategy of medical aesthetic services that based on customer relationship management. Taken the samples of medical aesthetic services at own's expense from a public hospital in central Taiwan, this research performed a cross sectional study. Test result shown that the average scores were 4 points or more at a five-point scale in both satisfaction and agreement measurements. The association is positive between the customer demand satisfaction, the customer value satisfaction, and the customer loyalty. The current research also found that age, occupation, monthly income, and visiting frequency of a customer will affect loyalty. This research concludes and suggests the medical aesthetic services may employ the concept of customer relationship to concurrently satisfy the customers' demand and value, to promote customer loyalty and accordingly improve service quality as well as revenue.

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