| Summary: | 碩士 === 國立東華大學 === 高階經營管理碩士在職專班 === 97 === At present Taiwan lists that medical industry is belonging to one of the key support industries, and also hopes the people can be healthier under the comprehensive medical system. The Health Department of the Executive Yuan forecasted that every 100 working population will nurture extra 52 old populations in year 2051. In the case it will also be increased medical and health disbursement proportion on both the government and the individual, and then directly influence to medical industrial ecology. There were 7,457 active medical technologists in Taiwan in the end of year 2007. This research, by way of the literature studies, perceived the relations with brand loyalty, structural bond, confident benefits, continuous commitment to customer retention, with study object on medical technologists and verifying the hypothesis. On the basis of the changeable competitive market, the research attempts to provide useful management reference which would create win-win values between buyers and sellers.
The research adopts questionnaire survey and the effective questionnaire counts 315 for the later hypothesis testing by using structural equation modeling.
The research, based on the verification and numerical analysis, found the following results: 1) Followed by brand loyalty, the continuous commitment has the most direct effect upon customer retention. 2) Although the hypothesis which brand loyalty has a positively significant effect upon continuous commitment was not sustained, structural bond and confident benefits have positively significant effects upon the same. 3) Followed by structural bond and then brand loyalty, continuous commitment has the most aggregated effect upon customer retention. On the basis of proved results, this research proposes several implications of management practices and recommendations for continued researches.
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