簡易檢索 / 詳目顯示

研究生: 何昊
論文名稱: 臺灣健康檢查產業服務品質、品牌形象對顧客滿意度之影響-服務創新調節之作用
The Effects of Service Quality and Brand Image on Customer Satisfaction in Taiwan Health Examination Industry – The Moderating Effect of Service Innovation
指導教授: 蘇友珊
學位類別: 碩士
Master
系所名稱: 工業教育學系
Department of Industrial Education
論文出版年: 2012
畢業學年度: 100
語文別: 中文
論文頁數: 99
中文關鍵詞: 服務品質服務創新品牌形象顧客滿意度台灣健檢產業
英文關鍵詞: Service quality, Service innovation, Brand image, Customer satisfaction, Taiwan health examination industry
論文種類: 學術論文
相關次數: 點閱:266下載:0
分享至:
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報
  • 本研究旨在探討服務品質、品牌形象對顧客滿意度影響之研究,兼論服務創新調節作用之驗證,並以「台北市某一醫學中心等級之醫院的健檢中心顧客」作為抽樣對象,茲採用現場請顧客填答方式,進行本研究問卷調查,為橫斷面研究,共發出227 份問卷,回收有效問卷為210 份,總計本研究問卷回收率為92.51%。

    本研究採用敘述性統計分析、效度分析、信度分析以及多元迴歸分析進行研究假設的驗證。依據資料分析結果,獲得以下結論:
    茲將各研究結果說明如下:
    1. 服務品質對顧客滿意度具有顯著正向影響。
    2. 品牌形象對顧客滿意度具有顯著正向影響。
    3. 服務創新能夠調節服務品質對顧客滿意度的影響。
    4. 服務創新能夠調節品牌形象對顧客滿意度的影響。

    The purpose of this study is to understand the influence of service quality and brand image on customer satisfaction – the moderate effect of service innovation. This research is a cross-sectional study. There are 210 effective samples with the response rate 92.51%.

    Descriptive statistics analysis, reliability analysis, validity analysis and multiple regression analysis were the tools to interpret the relationship between service quality, brand image, service innovation and customer satisfaction. Through collecting and analyzing materials and questionnaire, the study obtains the following conclusion:

    1.The service quality positively affects the customer satisfaction.
    2.The brand image positively affects the customer satisfaction.
    3.The service innovation affects the relationship between the service quality and the customer satisfaction.
    4.The service innovation affects the relationship between the brand image and the customer satisfaction.

    謝 誌I 中文摘要II AbstractIII 目錄IV 表目錄VI 圖目錄VIII 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 4 第三節 研究範圍 5 第四節 研究流程 6 第二章 文獻探討 7 第一節 健康檢查產業概述 7 第二節 服務品質 11 第三節 品牌形象 17 第四節 服務創新 21 第五節 顧客滿意度 26 第六節 研究推論 30 第三章 研究方法 35 第一節 研究架構 36 第二節 研究變項操作性定義與衡量 37 第三節 研究假設 42 第四節 抽樣對象與樣本數決定 43 第五節 效度與信度 44 第四章 研究結果 51 第一節 各構面之敘述性統計 51 第二節 相關分析 55 第三節 多元迴歸分析 57 第四節 研究假設與驗證結果 65 第五節 小結 66 第五章 結論與建議 68 第一節 研究貢獻 68 第二節 研究限制與未來研究方向 72 參考文獻 74 一、中文部分 74 二、英文部分 77 附錄一:研究問卷 84 附錄二:有效樣本結構分析 90 表目錄 表1-3-1 研究範圍 5 表2-2-1 服務品質的定義與相關概念 12 表2-2-2 服務品質衡量構面 15 表 2-3-1 品牌形象的定義與相關概念 18 表 2-4-1 創新的定義與相關概念 22 表2-4-2 服務創新的定義與類型 25 表2-5-1 顧客滿意度的定義與相關概念 27 表3-2-1 服務品質構面衡量變數與衡量問項 37 表3-2-2 品牌形象構面衡量變數與衡量問項 39 表3-2-3 服務創新構面衡量變數與衡量問項 40 表 3-2-4 顧客滿意度構面衡量變數與衡量問項 41 表 3-5-1 問卷審核專家名單 44 表 3-5-2 服務品質各構面之因素分析 45 表 3-5-3 品牌形象各構面之因素分析 46 表 3-5-4 服務創新各構面之因素分析 47 表 3-5-5 顧客滿意度之因素分析 48 表 3-5-6 內部一致性之信度分析 49 表 4-1-1 服務品質之敘述統計分析 51 表 4-1-2 品牌形象之敘述統計分析 52 表 4-1-3 服務創新之敘述統計分析 53 表 4-1-4 顧客滿意度之敘述統計分析 54 表 4-2-1 各變項之相關係數矩陣表 56 表 4-3-1服務品質、品牌形象與服務創新對顧客滿意度之主要效果影響 58 表 4-3-2服務品質與服務創新對顧客滿意度之調節作用影響 59 表 4-3-3品牌形象與服務創新對顧客滿意度之調節作用影響 60 表 4-4-1研究假設與驗證結果之彙整 65 圖目錄 圖1-4-1 研究流程 6 圖2-4-1 服務創新的流程 24 圖2-6-1 服務品質與顧客滿意度關係 30 圖3-1-1 研究架構 36

    一、中文部分
    王敏容(2005)。市場競爭程度對醫院開發自費醫療服務之影響。北市醫學雜誌,2,895-906。
    古秋雲(2006)。服務品質、服務價值、顧客滿意度與顧客忠誠度關係之研究-以台灣南部某醫學中心健康檢查中心為例。國立成功大學高階管理研究所碩士論文。台南市。
    李正文、陳煜霖(2005)。服務品質、顧客知覺與忠誠度間關係之研究-以行動通訊系統業為例。顧客滿意學刊,1,1,51-84。
    李君如、陳俞伶(2009)。觀光吸引力、服務品質、知覺價值、顧客滿意度及忠誠度關係之研究-以白蘭氏觀光工廠為例。顧客滿意學刊,5,1,93-120。
    李智峰(1997)。健檢服務業現況與經營策略分析。長庚醫學暨工程學院碩士論文。桃園縣。
    周世民(2012)。把管理與個人健康相結合:哈佛開創健檢新版圖。工業技術與資訊月刊,244,2,38-41。
    吳明隆(2011)。SPSS統計應用學習實務:問卷分析與應用統計。新北市:易習圖書。
    吳家勳(2005)。醫院自費醫療服務經營之研究調查。元智大學管理研究所碩士論文。桃園縣。
    吳秉恩、游淑萍與蔣其霖(2002)。台灣企業人力資源管理運作及其關係初探。人力資源管理學報,2,2,37-64。
    周泰華、黃俊英、郭德賓(2000)。服務品質與顧客滿意評量模式比較研究。輔仁管理評論,6,1,37-68。
    洪順慶(1999)。行銷管理。台北市:新陸書局。
    張景弘、張孝銘(2004)。以顧客需求為基礎的服務創新在休閒服務上的應用。大專體育,71,116-120。
    張瑩(2005)。組織創新前置因素、組織創新與組織績效之相關性研究-以台灣製藥業為例。國立成功大學高階管理碩士在職專班碩士論文。台南市。
    莊立民(2002)。組織創新模式建構與實證之研究-以台灣資訊電子業為例。國立成功大學企業管理學研究所博士論文。台南市。
    莊立民、段起祥(2006)。臺灣服務業組織創新量表發展之研究。ITIS產業論壇,8,2, 65-83。
    陳建文、洪嘉蓉(2005)。服務品質、顧客滿意度與忠誠度關係之研究-以ISP為例。電子商務研究,3,2,153-172。
    黃俊英(2004)。行銷學原理。台北市:華泰文化。
    楊錦洲(2001)。顧客服務創新價值-如何做好服務品質。台北市:中衛發展中心。
    廖偉伶(2003)。知識管理在服務創新之應用。國立成功大學工業管理科學研究所未出版之碩士論文。台南市。
    詹媛媛(2007)。健康檢查服務的商業化。國立台灣大學公共衛生學院衛生政策與管理研究所碩士論文。台北市。
    趙新銘(2007)。服務創新、規範性評估、服務品質與顧客滿意度關係之研究-以小客車租賃業為例。國立成功大學高階管理未出版之碩士論文。台南市。
    陳明豐(2005)。健康檢查與健康管理。健康世界,229,82-86。
    蔡宗仁(2005)。台灣健檢產業創新商業模式之研究。國立台灣大學國際企業研究所碩士論文。台北市。
    鄭華清(2003)。行銷管理。台北市:全華科技圖書。
    劉典嚴(2007)。產品管理:策略性行銷觀點。台北市:普林斯頓國際。
    劉常勇(1991)。服務品質的觀念模式。台北市銀月刊,22,2-16。

    二、英文部分
    Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: A Division of Macmillan, Inc.
    Aaker, D. A. (1996). Building Strong Brands. New York: The Free Press.
    Anderson, E.W., Fornell, C. & Lehmann, D.R. (1994). Customer Satisfaction, Market Share, and Profitability: Findings from Sweden. Journal of Marketing, 58(1), pp. 53-66.
    Anderson, E.W. & Sullivan, M.W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), pp. 125-143.
    Ark, B., Broersma, L. & Hertog, P. (2003). Service Innovation, Performance and Policy: A Review. De Economist, p. 151.
    Avlonitis, G. J., Papastathopoulou, P. G. & Gounaris, S. P. (2001). An empirically-based typology of product innovativeness for new financial services: Success and failure scenarios. The Journal of Product Innovation Management, 18(5), pp.324-342.
    Berry, L. L. (1983). Emerging Perspectives of Services Marketing. American Marketing Association, pp.25-28.
    Berry, F. S. (1999). Innovation and Diffusion Models in Policy Research. Theories of the Policy Process. Boulder, Colo.: Westview Press.
    Betz, F. (1987). Managing Technology-Competing through New Ventures, Innovation, and Corporate Research. New York: Prentice Hall.
    Betz, F. (1993). Strategic Technology Management. New York: McGraw-Hill.
    Biel, A. L. (1992). How brand image drives brand equity. Journal of Advertising Research, 32(6), pp.6-12.
    Brady, M. K. & Cronin, Jr. J. (2001). Customer orientation: Effects on customer service perceptions and outcome behaviors. Journal of Service Research, 3(3), 241-251.
    Cardozo, R. N. (1965). An experimental study of customer effort expectation and satisfaction. Journal of Marketing Research, 2(3), pp. 244-249.
    Christensen, C. M. (2003). The Innovator's Dilemma: The Revolutionary Book that Will Change the Way You Do Business. Collins Business.
    Churchill, G. A., & Surprenant, C. (1982). An Investigation Into the Determinants of Customer Satisfaction. Journal of Marketing Research, 19(4), 491-504.
    Cretu, A. E., & Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36, pp. 230-240.
    Cronin, J. J. & Taylor, S. A. (1994). SERVPERF VERSUS SERVQUAL: Reconciling Performance-Based and Perception-Minus-Expectations Measurement of Service Quality. Journal of Marketing, 58(1), pp.125-137.
    Deepak, H. (2004). Innovation and technology trajectories in a developing country context: Evidence from a survey of Malaysian firms. Unpublished doctoral dissertation, Georgia Institute of Technology, Georgia.
    Drejer, A. (2002). Situations for innovation management: Towards a contingency model. European Journal of Innovation Management. 51(4), pp. 4-17.
    Drucker, P. F. (1985). Innovation and Entrepreneurship: Practice and Principles. London: Heinemann.
    Engel, J. F., Roger, D. Blackwell & Paul, W. M. (1995). Consumer Behavior. 7th ed., Orlando Florida: Dryden Press.
    Flott, L. W. (2002). Customer Satisfaction. Metal Finishing, 100, pp.58-63.
    Fournier, Susan, Susan Dobscha, and David Glen Mick (1998). Preventing the Premature Death of Relationship Marketing. Harvard Business Review, 76 (January/February), pp.42-51.
    Gallouj, F., (2002). Innovation in services and the attendant old and new myths. Journal of Socio-Economics, 31, pp.137-154.
    Gronroos, C. (1988). Service Quality : The Six Criteria of Good Perceived Service Quality. Review of Business, 9, pp.10-13.
    Gronross, C. (1999). Relationship Approach to Marketing in Service Context: The Marketing and Organizational Behavior Interface. Journal of Business Research, (Jan), pp.5-8.
    Hair, Jr., Black, F., Babin, C., & Anderson, E. (2010). Multivariate Data Analysis (5th ed.). New Jersey: Pearson Education, Inc.
    Han, PK. (1997). Historical Changes in the Objectives of the Periodic Health Examination. Annals of Internal Medicine 127, pp. 910-927.
    Handy, C. R., & Pfaff, M. (1975). Consumer satisfaction with food product and marketing service. Journal of Business Research, 15(11), 49-61.
    Hart, C. W. L., Heskett, J.L. & Sasser, Jr. W.E. (1990). The Profitable Art of Service Recovery. Harvard Business Review, pp.148-156.
    Hellier, P. K., Geursen, G. M., Carr, R. A. & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11), pp. 1762-1800.
    Hertog, P., Bilderbeek, R., Goran M. L. & Miles, I. (1998). Services in innovation: Knowledge Intensive Business Services (KIBS) as co-producers of innovation, SI4S synthesis paper, 3, STEP Oslo.
    Hertog, P. & Bilderbeek, R. (1999). Conceptualizing Service Innovation and Service Innovation Patterns. General Technology Policy.
    Hill, C. W., & Jones, G. R. (2001). Strategic management : An integrated approach, (5th ed.). Boston: Houghton Mifflin Co.
    Hoffman, J. J., Hoelscher, M. L., & Sherif. K. (2005). Social capital, knowledge management, and sustained superior performance. Journal of Knowledge Management, 9(3), pp.93-100.
    Julie, M. M., Anthony D. Cox., Dena S. Cox. (2006). Quantifying Brand Image: Empirical Evidence of Trademark Dilution. American Business Law Journal. Austin: Spring 43(1), pp. 1-42.
    Keegan, W. J. (1995). Global Marketing Management, (5th ed.). Englewood Cliffs. New Jersey: Prentice-Hall, Inc.
    Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, January, pp. 1-22.
    Kim, C. K., Lavack, A. M. & M. Smith (2001). Consumer Evaluation of Vertical Brand Extensions and Core Brands. Journal of Business Research, 52, June, pp. 211-222.
    Kim, M. K., Park, M. C. & Jeong, D. H. (2004). The Effects of Customer Satisfaction and Switching Barrier on Customer Loyalty in Korean Mobile Telecommunication Services. Telecommunication Policy, 28(2), pp. 145-159.
    Knight, A. (1921). The Value of the Periodic Examinations of Life Insurance Policy-holders. Proceedings of the Association of Life Insurance Medical Directors of America, 8(25).
    Kotler, P. (1987). Broadening the Concept of Marketing Still Further: The Mega marketing Concept. In Contemporary Views on Marketing Practice, edited by Gary L. Frazier and Jagdish N. Sheth, 3-18. Lexington, MA: Lexington Books.
    Kotler, P. (1997). Marketing Management: Analysis, Planning, Implementation, and Control. 9th ed., New Jersey: Prentice-Hall.
    Kotler, P. (2000). Marketing Management. New York:The Free Press.
    Kotler, P. (2003). Marketing Management, 11th ed., New Jersey: Prentice Hall.
    Kupper, C. (2001). Service Innovation - A review of the state of the art. Munchner Betriebswirtschaftliche Beitrage. Munich Business Research, Ludwig Maximillians Universitat Münch.
    Landrum, H., & Prybutok, V. R. (2004). A service quality and success model for the information service industry. European Journal of Operational Research,156(3), 628-642.
    Levitt, T. (1972). Production-Line Approach To Service. Harvard Business Review, 50(4), p41.
    Lin, W. B. (2007). The exploration of customer satisfaction model from a comprehensive perspective. Expert Systems with Applications, 33, pp.110-121.
    Madu, C. N., Kuei, C. H. & Jacob, R. A. (1996), “An Empirical assessment of the Influence of Quality Dimension on Organizational Performance”, Internal Journal of Production Research, 34(7), pp.1943-1962.
    Magid, J. M., Anthony, D. Cox, and Dena, S. Cox. (2006). Quantifying Brand Image: Empirical Evidence of Trademark Dilution. American Business Law Journal, 43(1), pp. 1-42.
    Mitra (1993), Amative fundamentals of quality control and improvement. New York: Macmillan.
    Park, Jaworski, & Maclnnis (1986). Strategic Brand Concept- Image Management. Journal of Marketing, 135-145.
    Parker, C. & s Brian, P. M. (2001). Marketing Intelligence & Planning. Bradford. 19 (1), p 38.
    Parsuraman, A., Zeithaml V. A., & Berry, L. L., (1985). A conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(Fall), pp.44-50.
    Parasuraman, A., Zeithaml, V. A., & Berry, L. L., (1988). SERVQUAL: A Multiple -Item Scale for Measuring Comsumer Perceptions of Service Quality. Journal of Retailing, 64(1), pp.12-40.
    Parasuraman, A., Zeithaml, V. A., & Berry, L. L., (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67(4), pp.420-450.
    Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1996). The behavioral consequences of service quality. Journal of Marketing , 60, pp. 31-46.
    Pilat, D. (2005). Enhancing the performance of the services sector – Some implications for Japan, Directorate for Science, Technology and Industry. Paris: OECD.
    Porter, M. E. (1990). The Competitive Advantage of Nations. New York: Free Press.
    Prus, A. and Brandt, D. R. (1995). Understanding Your Customers. Marketing Tools, Jul.-Aug., pp.10-14.78.
    Randall, G. (1997). Do your own market research (1st ed.). Kogan Page Ltd. Big Apple Tuttle Mori Agency.
    Sasser, W. E., R. P. Olsen, & D. D. Wyckoff (1987). Management of Service Operation-Text, Cases and Readings. Allynand Bacon, pp.12-17.
    Schumpeter, J. A. (1934). The Theory of Economic Development: An Inquiry into Profits, Capital, Credit, Interest and the Business Cycle. Cambridge, MA: Harvard University Press.
    Schiffman, L. G. and Kanuk, L. L. (1994). Consumer Behavior. Englewood Cliffs: Prentice Hall.
    Singh, J. (1991). Voice, exit, and negative word-of-mouth behaviors: An investigation across three service categories. Journal of the Academy of Marketing Science, 18(1), 1-15.
    Sirohi﹐N.﹐Mclaughlin﹐E. W.﹐& Wittink﹐D., (1998). A model of consumer perceptions and store loyalty intentions for a supermarket retailer. Journal of Retailing, 74(2), 223-245.
    Spreng, R. A., MacKenzie, S. B. & Richard, W., (1996). A Reexamination of the Determinants of Consumer Satisfaction. Journal of Marketing, 60(1), pp. 15-32.
    Szymanski, D. M. & Henard, D. H., (2001). Customer satisfaction: A meta-analysis of the empirical evidence. Journal of the Academy of Marketing Science, 29(1), 16-35.
    Tobey, J. A. (1923). The Health Examination Movement. The Nation’s Health, 5, pp.610-649.
    Voss, C. A., Johnston, R., Silvestro, R., Fitzgerald, L., & Brignall, T., (1992). Measurement of Innovation and Design Performance in Service. Design Management Journal, pp. 40-46.
    Zeithaml, V. A. & Bitner, M. J., (2000). Services Marketing: Integrating Customer Focus Across the Firm. New York: McGraw-Hill Inc.

    無法下載圖示 本全文未授權公開
    QR CODE