| Summary: | 碩士 === 中臺科技大學 === 醫療暨健康產業管理系碩士班 === 104 === After implementation of National Health Insurance, the quality of life and the level of medical knowledge have increased dramatically in Taiwan. Besides, the change of lifestyle, increasing aging population, disease incidental age getting younger, and some other factors cause the public gradually to concern their own health. Due to the changes of healthcare environment, many medical institutions’ incomes were promoted by increasing patient-pay items such as medical beauty and health examination. At such a competitive health examination market, service quality of health examination center has gathered a great importance in hospital management. It has been recognized that the service quality affects customer’s satisfaction and loyalty. Therefore, this study aimed to survey the service quality, customer satisfaction and loyalty of a health examination center of region teaching hospital in Taichung, as well as to analyze their relevance and differences with the background data.
Methods: A structured questionnaire was employed to collect 400 samples at convenience. The total validity recovery samples were 375 with the valid rate of 93.75%. In this study, the instrument consists of three main parts including service quality, satisfaction and loyalty of health examination center. According to PZB, the dimensions of service quality were composed of tangibles, reliability, responsiveness, assurance and empathy; dimensions of satisfaction were composed of environment and facilities, medical examination processes, employee services and health management. Data analysis used descriptive statistics, independent samples t test, one-way analysis of variance, Pearson product-moment correlation analysis and stepwise regression analysis.
Results: The highest level of service quality was sophistication of medical examination skill and the lowest level was negligence of customer requirements due to busy. The highest level of customer satisfaction was awareness the privacy of customer and the lowest level was the waiting time. The highest level of loyalty was the reasonable charge and lowest level was marketing this health examination center to public. The results showed that the significant differences were between the background items of military or public, marriage, age, education, occupation, years of work and service units and the service quality and satisfaction of the health examination center. The other significant differences were between the loyalty of the health examination center and background items of military or public, age, education, occupation, years of work and service units. Besides, "the service quality, satisfaction and loyalty of health examination center have been shown to be moderate to high positive correlated with one another", it means that service quality has a significant impact on customer satisfaction and loyalty. According to multiple regression analysis, the responsiveness, environmental facilities, employee services and health management entered to the regression model (R2 = 0.755). It means that the customer loyalty was influenced by these four dimensions.
Conclusion: Both "environmental facilities" and "employee service" of customer satisfaction can positively affect customer loyalty. It is therefore once good environmental facilities of health examination center captured the eyes of the customer will be able to enhance their loyalty. With the caring service and attention of medical staff, coupled with their explanation of the examination results, subsequent outpatient follow-up, database management of health examination and periodic assistance will enhance customer loyalty. The key factors of overall service satisfaction were influenced by promotion of environmental facilities, staff service attitude and consulting of health management in health examination center. If the waiting time of examination process and responsiveness of service quality can be improved, as well as customers are willing to publicize to others, in order to enhance the loyalty of health examination center customers.
Keywords: health examination center, service quality, customer satisfaction, customer loyalty
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