| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 103 === Abstract
Although the trend of fewer children is influencing our modern society, Asians still remain their custom of post-delivery care. Instead of tradition ways like staying home and taking care by their parents or parents in law; more and more women choose postpartum care institutions, generally speaking, consumers don't have much experiences about that, most of them get information from their friends or relatives. This research will study the relationship between postpartum care institutions' service quality, product, perceived value and consumers' buying willingness.
250 questionnaires were delivered to couples that had post-delivery care in postpartum care institutions or families which were interested in this kind of ways. We had 200 valid questionnaires in return, the results are listed below:
1. Postpartum care institutions' service quality have significant
positive influence toward consumers' perceived value.
2. Postpartum care institutions' product have significant
positive influence toward consumers perceived value.
3. Consumers' perceived value have significant
positive influence toward consumers' repurchase intention.
The result of this study is used for helping postpartum care institutions provide better products for consumers.
Keywords: service quality, product mix, perceived value , repurchase intention.
|
|---|
