A Study of Critical Selection Criteria for Mini-invasive Aesthetic Service Providers

• Main Authors: Hsin-Yi Hsieh, 謝欣怡
• Other Authors: Fan-Yun Pai
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/72375924562621433462

碩士 === 國立彰化師範大學 === 行銷與流通管理研究所 === 99 === There are more and more people willing to accept mini-invasive aesthetic services. Although potential customers increase, providers increase as well. Even hospitals, also, establish mini-invasive aesthetic services department to provide related service to attract consumers/patients. The service providers face keep competition. In order to increase market share or to improve profits, it is important for the providers to understand what criteria which consumers care about and their priorities when customers evaluate a mini-invasive aesthetic service provider. The purpose of this study is to explore critical criteria a customer (patient) considers when choosing a mini-invasive aesthetic service providers. Because of the asymmetric information and remedy risk in mini-invasive aesthetic services, the criteria consumers consider in provider choice are highly diverse and complex. This study selects 6 criteria and 24 sub-criteria derived from literature and the interview result of focus group to conduct DEMATEL and ANP analysis. And then we applied DEMATEL to analyze the relation among criteria. According to forty-six experts’ opinion, the result shows that doctor’s expertise, medical staff’s characteristics, services completeness and service provider’s characteristics are the main factors affecting other criteria. We, then, apply DEMATEL analysis result to construct ANP-model and calculate criteria weights according to inputs provided by the fifty-three experts’ questionnaire. It is found that service provider’s consulting service, service provider’s reputation, post-sale service, process and efficiency and pervious success are the top 5 critical selection sub-criteria. Mini-invasive aesthetic service providers could invest more resources in these critical selection criteria to attract customers and to increase market share and profit. Keywords: mini-invasive aesthetic services, DEMATEL, ANP, Medical Service Provider Selection