| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 98 === AMCT (Activator Method Chiropractic Technique, the technique of using activator to achieve the activation of spine joint) was introduced by Arlan W.Fuhr, DC in 1967, and afterwards has been being promoted throughout the world in the name of Mcnaaumin (嗎那澳名) International Inc. AMCT, a new method, new technology was first introduced in Taiwan ten years ago and grows rapidly even at then under the condition of no public health insurance pay, which speaks its physio-medical specialty and its effectiveness.
The research of loyalty both on Chinese and Western medical treatment even though has been gradually recognized and emphasized by scholars but were hardly found any research papers or literatures published in Taiwan in verifying its customer loyalty. This study was the first pioneer designed to look AMCT as an enterprise to explore customers whether or not have customer loyalty on AMCT through the analysis of 290 reliable questionnaires using the relationship, the regression analysis, t- examination and the single factor variance analysis etc. statistic methods to verify the relationship among AMCT service quality, customer satisfaction, and customer loyalty.
The results and findings of this research is briefed below:
1. According to the mean value score, this study found “reliability” among the seven key loyalty aspects is the most significant influential factor;
2. The result of the correlation analysis showed that the AMCT whole service quality and the degree of customer satisfaction and the degree of customer loyalty are all co-related;
3. The regression analysis showed that the AMCT whole service quality and the degree of customer satisfaction and the degree of customer loyalty are all have the significant predictive strength; the degree of customer satisfaction and the degree of customer loyalty have mutually the significant predictive strength. With regards to the sub-aspect of service quality, “Concern” was of the most influential to the degree of customer satisfaction and customer loyalty, but reliability was found no much predictive strength to the degree of customer satisfaction, and assurance was found no much predictive strength too to the degree of customer satisfaction at the sub-aspect of AMCT whole service quality.
4.Through the differential analysis of the external variable in terms of customer characteristics, the result showed male was far greater than female, age of 31-50 was the main customer. As in the degree of customer satisfaction and loyalty, age of below 12 year had the highest, educational level of college and above had the highest, public servant among all professionals had the highest. As in the aspect of source of customers, about 95% were introduced by either friends or relatives. As in the aspect of therapeutic items, shoulder- ache and neck-ache shared 37.9% highest.
This study is the first provided research paper countrywide in Taiwan about AMCT therapeutic service quality, the degree of customer satisfaction, and the degree of customer loyalty. Moreover, this research paper could be served as an important literature for AMCT industry in Taiwan as well as for AMCT America headquarter to come out with a promotional strategy.
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