The Exploration of the Relationship between Relationship Marketing, Service Quality, Customer Satisfaction and Loyalty - An example of Orthopedic Rehabilitation Clinic

• Main Authors: LAI,YU-HSUN, 賴語薰
• Other Authors: HSU,SHENG-HSUN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/jyf8sg

碩士 === 中華大學 === 企業管理學系 === 105 === In recent years, changes in the social demographic structure have changed the Taiwan medical market from a state of short supply in the past to a more balance between supply and demand. In many areas, even "oversupply" has begun. Especially after the implementation of universal health care insurance, people have greater expectation in quality of medical services. At present, most of the research on medical quality is based on preventive medicine and medical treatment. There is little research on rehabilitation health care. Therefore, this study aims to analyze the relationship between the service quality, customer satisfaction and loyalty to bridge the research gap. We hope the results of this study can improve the competitiveness of the clinic and the allocation of administrative resources. The purpose of this study is to explore the relationship between marketing, medical service quality, customer satisfaction and loyalty at the grass-roots clinics: an empirical study of rehabilitation clinics in Hsinchu City. The results show that relationship marketing is positively related to service quality. Relationship marketing is positively related to customer satisfaction. Relationship marketing has no relevance to customer loyalty. Service quality is positively correlated with customer satisfaction. Service quality is positively related to customer loyalty. Customer satisfaction is positively related to customer loyalty.