The Effects of Customer Participation on Service Quality and Relationship Quality: An Empirical Test in Aesthetic Medical Chain.

• Main Authors: Ming-de Lin, 林銘德
• Other Authors: Yang, Jing-Fuh
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/88962551909515626858

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 102 === With economic, medical technology and biotechnology change, consumers are increasing demand for beauty. Aesthetic medical industry has become one of the most important industries in Taiwan. It is thus critical for aesthetic medical clinics to maintain good relationships with existing customers and gain their loyalty. Customer participation is for a firm to constructively include customers in service creation and delivery process to provide more value and better experience for customers. It is imperative for firms to incorporate this concept nowadays. This study delineates and empirically tests hypotheses regarding the effects of customer participation on service evaluation and relationship quality in the context of a chain of 12 aesthetic medical clinics. A total of 475 valid survey questionnaires are received and structure equation modeling techniques are employed to test hypotheses. The major research findings are as the followings: (1) customer participation positively affects technical quality and functional quality; (2) technical quality and functional quality positively affect customer satisfaction; (3) customer satisfaction positively affects trust; (4) trust positively affects loyalty and commitment; and finally (5) commitment positively affects loyalty. Also analyze the mediated effect within trust, commitment and loyalty. In addition to the implication of the empirical results, the directions for future research on related issues were also suggested.