| Summary: | 碩士 === 義守大學 === 管理碩博士班 === 102 === In recent years, there are numerous crowds shopping at the attached underground shopping street of the medical center. Many domestic large medical centers also start to set up their own shopping street to cope with the trend of community-based hospital and providing convenient services. The domestic large medical centers in Taiwan all have their exclusively attached internal shopping street, and the services provided not only limited to food, but also included the diversified services, such as living supplies, medical equipment, pharmaceuticals items, banks, post offices, beauty, fitness services...etc. In response to the future trend of times and development, the appraisal for overall service quality of hospital will not only be limited to the range of medical services; the overall service quality of shopping street attached to the hospital also will become a key indicator of the appraisal.
This study will be conducted based on an individual case of a medical center in southern Taiwan, through the in-depth interviews with the experts, the scholars and the business owners to summarize and analyze the current operational status of the business and the customer group distribution. And with the related literatures from Gronholdt &; Martensen &; Kristensen (2000) “Four Dimensions of Customer Loyalty” and the theory from Lovelock &; Wright (2002) “Five Characteristics of Quality Service” as the questionnaire design and definition base, to conduct sample survey of degree of loyalty and satisfaction to top three customer groups (medical technicians and management personnel, outpatients, relatives of patient) respectively, and based on the final results of qualitative and quantitative cross analysis to summarize related conclusions of the analysis, medical technicians and management personnel have highest degree in loyalty and acceptance of consumption to the shopping street (followed by relatives of patients and outpatients), outpatients have highest degree in satisfaction and acceptance of consumption to the shopping street (followed by relatives of patient and medical technicians and management personnel), the influence factors of degree of loyalty and satisfaction by the medical technicians and management personnel are the certain quality and preference of the products or labor services, the influence factors of degree of loyalty and satisfaction by relatives of patient are past experiences in brand’s special preferences and needs, the influence factor of degree of loyalty and satisfaction by the outpatients is satisfying the basic physiological needs themselves.
Future improvement strategies, improvement Strategy of Degree of Loyalty (Re-consuming desire, recommending to others): Well-known manufacturers to be stationed in the shopping street, regular internal audit &; tracking, customer relationship management, promotional discounts to those who recommending others to consume. Improvement Strategy of Degree of Satisfaction (Tangibles, Assurance, Empathy): Induce electronic meal taking number slip and billboard for meal taking sequence number, service mode of pre-appointed sequential registration, professional training courses of service quality, add shop management consulting service counter and window, adjustment and improvement of customized order forms, customized set meals delivery service or providing in-room labor services at hospital wards.
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