| Summary: | 碩士 === 長庚大學 === 醫務管理學研究所 === 96 === Developing self-pay medication service can not only decrease the financial burden but also bring new opportunities into hospitals. In order to improve customer loyalty, hospitals with self-pay medication service are gradually focusing on customer relationship management and relationship marketing; however, concepts related to relationship marketing are still new in this industry and former researches seldom discuss the correlation between service quality and customer loyalty.
This research will discuss on whether the service quality will influence the satisfaction to physicians and whether the effect will be transferred to hospitals. In addition, this research will also discuss if this cause and effect can be reversed- meaning that if customer satisfaction to physicians can improve the satisfaction to hospitals and therefore improve customer loyalty.
Methodology: Survey is conducted at one self-pay service unit in some hospital and 106 effective surveys are collected. Survey effective rate is 93%. In addition, this research uses PLS for model analysis.
Result: Based on this research, three findings are discovered. First, physicians’ service quality has positive impact on physicians’ customer satisfaction(B=0.949,P<0.01). Second, Physician’s customer satisfaction has positive impact on hospital’s satisfaction(B=0.736,P<0.01). Third, hospital’s customer satisfaction has positive impact on customer royalty(B=0.930,P<0.01).
Conclusion: When self-pay service is operated, service quality will influence customer satisfaction, thus influencing customer royalty to hospitals. Therefore, when one hospital is developing self-pay service, service quality and customer relationship management should be priority to differentiate competitive advantage. Only if hospitals meet these two requirements, they can develop their strengths to ensure business in the long run.
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