| Summary: | 碩士 === 中臺科技大學 === 醫療暨健康產業管理系碩士班 === 101 === Abstract
There are many own’s expense aesthetic medicine services in Taiwan because of high profit and low risk. This research explored the difference of customer demand satisfaction, customer value satisfaction, and customer loyalty between public and private aesthetic medicine institutions in central Taiwan.
This cross-sectional study use a structural questionnaire as an instrument, and data were collected from the customers who accepted the own’s expense aesthetic medicine services in central Taiwan. Of 385 returned questionnaires, 370 questionnaires were completed (92.5%). Data were analyzed with SPSS 17.0.
This research reveals that the customer demand satisfaction average scores are 4.07 in public aesthetic medicine institutions and 3.75 in private aesthetic medicine institutions, there is a significant difference between the two groups (p <0.001). The customer volue satisfaction average scores are 4.15 in public aesthetic medicine institutions and 3.94 in private aesthetic medicine institutions, there is a significant difference between the two groups (p <0.001). The customer loyalty average scores are 4.13 in public aesthetic medicine institutions and 3.87 in private aesthetic medicine institutions, there is a significant difference between the two groups (p <0.001). The current research also found that age, occupation, monthly income, and visiting frequency of a customer will affect loyalty.
This research concludes and suggests the aesthetic medicine services operators may employ the concept of customer relationship to concurrently satisfy the customers’ demand and value, to promote customer loyalty and accordingly improve service quality as well as revenue. The public aesthetic medicine institutions overall satisfaction and loyalty are significantly better than the private aesthetic medicine institutions, so the later must work hard to improve customer satisfaction and loyalty in the future.
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