Developing the Customer Satisfaction and Loyalty Index Model in Healthcare Organization

• Main Authors: Tung Hui-fang, 童惠芳
• Other Authors: Wang Biing-long
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/99282685803486674447

碩士 === 國防醫學院 === 公共衛生學研究所 === 92 === Abstract Customers are the most important strategic resources of an organization. According to a study, the cost of acquiring a new customer is at least five to nine times as maintaining an old customer. In addition, there can be a 25-85% profit if customer loyalty is raised by a mere 5%. Therefore, to satisfy their needs, to raise their level of loyalty, and to gain profit have become the focus that industries aim for changing enviroment. Due to the changing environment, including the establishment of Taiwan’s National Health Insurance System, there is a lot of competition within the medical industry. Healthcare organizations have therefore begun to focus on hospital management, and apply theories such as marketing and customer management into its operational strategies. Organizations have also begun to emphasize its image, quality of service and customer satisfaction and loyalty. Customer satisfaction and loyalty have been factors long emphasized in the service and the manufacturing industries. However, research done in this area in the field of medicine is greatly lacking. This study uses a cross-sectional method, combining the ACSI (American Customer Satisfaction Index) and the ECSI (European Customer Satisfaction Index). Included are seven areas including image, expectation, feeling, and quality of service, the value of feeling, customer satisfaction, customer complaints and customer loyalty. Subjects include patients in seven major hospitals in the Taipei area. The study is conducted with using medical marketing research, and a structured survey with questions to evaluate the factors that might influence customer satisfaction and loyalty. The study hope to use this method to quantify customer satisfaction and loyalty, and ultimately to effectively raise the medical service quality, provide top-quality services, and become a future reference and direction for hospitals to improve their competitiveness and achieve long-time organizational operation. Conclusions indicate that there are six major factors that influence customer satisfaction and loyalty include feelings in service quality, feelings of value, customer satisfaction, customer complaints and customer loyalty. These factors make up to around 64% of the degree of customer satisfaction, the most important one being customers’ feelings toward quality of service, which accounts for up to 41% of customer satisfaction. The second and third factors that influence customer satisfaction are feelings of value and customer satisfaction, respectively. In addition, customer demographic characteristics also affect the degree these factors play, including age, marital status, education, profession and personal income. Key vocabulary: hospital, image, feelings toward quality of service, customer satisfaction, and customer loyalty.