| Summary: | 碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 95 === The subject of this research is regarding one of the maternity clinics in Taichung, named a maternity clinic case study. Through real investigation methods to conduct a quantitative research on the main factors in the expectation and true feeling from all surveyed customers who have taken the medical service from this maternity clinics. From the five dimensions of (1) quality of medical service, (2) doctors’ characteristic, (3) customers’ satisfaction, (4) customers’ loyalty, and (5) customers’ statistical variables regarding to the subject maternity clinics, using descriptive statistics on the variables and variances, this research analyzes the degree of real service satisfaction, the degree of satisfaction as a whole, and the loyalty of staying in the same clinic among all the serviced customers with various backgrounds. Also, using Cronin and Taylor’s evaluation model of measuring service quality achievement compares the meaning of the weighted customer satisfaction level. Finally, using feedback analysis, to find out what influence of customer’s total satisfaction is to customers’ loyalty. The conclusions of this study are: the importance of medical service expectation had by customers with different background is obviously different; the service satisfaction actually felt by customers with different background is obviously different; the overall service satisfaction felt by customers with different background is obviously different; the loyalty to clinic had by customers with different background is also obviously different; the first and the most important reason for customers to evaluate the clinic is the privacy, and then the ability of service guarantee; the satisfaction as a whole for customers has a positive influence on loyalty of the six choices such as follow-up visiting, recommendation to people, service process, service quality, cost of referral, and no clinic transfer.
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