| Summary: | 碩士 === 國立宜蘭大學 === 人文及管理學院高階經營管理碩士在職專班 === 107 === This paper studies the association among the service marketing, medical service quality, and the medical consumer satisfaction and loyalty with the study subjects being the medical consumers of the Regional Hospital Children’s Joint Assessment Center. The data were collected via a satisfaction questionnaire conducted by the Joint Assessment Center of Saint Mary’s Hospital Luodong. In the questionnaire, it measured several aspects such as service marketing, medical profession, and satisfaction and loyalty. Regarding the service marketing, three components were developed: people, process, and physical environment. The data were collected from 1 January 2010 to 31 December 2016 with 1,878 questionnaires distributed and 1,878 valid copies returned. In this study, not only the reliability and validity of the data were examined, a structural equation model was also constructed. In order to validate the association within the model, the fitness of the restricted models and full model were further tested.
The results were shown as follows: people, process, and physical environment are positively correlated with medical consumers’ appraisal of medical profession. Among the components considered, people is the most significant factor. Second, medical profession is positively correlated with medical consumer satisfaction, and medical consumer satisfaction is also positively correlated with medical consumer loyalty. Accordingly, this study suggests that Children’s Joint Assessment Center provide medical consumers with a distinct process so as to spare medical consumers unnecessary movement. In addition, the center should pay attention to the service attitude of the medical team members in order to reduce consumers’ time of waiting for evaluation, examination, and health report application. In the meantime, medical personnel should be encouraged to improve their medical profession. By so doing, not only consumer satisfaction will be increased, consumer loyalty will also be strengthened. If this could be achieved, it would be greatly beneficial for the promotion and expansion of the Joint Assessment Center’s business.
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