| Summary: | 碩士 === 中臺科技大學 === 護理研究所 === 98 === This study aimed to identify the magnitude of relationship marketing, customer satisfaction, and loyalty, and explore the impact of relationship marketing on customer satisfaction and loyalty among a medical imaging healthcare center customers.
This is a cross-sectional survey with self-administered questionnaires. Univariate analysis and Pearson’s correlation coefficient were used to examine the association between variables. Multivariate liner regression and multivariate logistic regression were conducted to determine the relative significance of relationship marketing on customer satisfaction and loyalty, respectively. Odds ratios and 95 CI were calculated.
The overall relationship marketing and customer satisfaction and loyalty were found positively correlated; however, the dimensions of relationship marketing was not found significantly associated with cross-buying intention, financial bond, price tolerance, product value, structural bond, and customer recommendation. The dimensions of satisfaction and the dimensions of loyalty were found significantly correlated. The education level and the financial bond were significant predictors of customer satisfaction. The education level, financial bond, product value, and the overall satisfaction were significant predictors of customer loyalty.
The concept of relationship marketing not only applies to the general business environment, but also applies to health industry. The imaging healthcare center manager can design and provide the customer-made services to promote customer satisfaction, loyalty, and center’s performance based on the customer’s needs.
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