| Summary: | 碩士 === 國立臺灣大學 === 健康政策與管理研究所 === 107 === Background: Nowadays many people pay more attention to self-paid health examinations and the health examination business expanded in recent years. In the competitive market, the key factors of improving satisfaction and service quality have become critical for operation. Traditionally, most studies assumed a linear relationship between service quality and customer satisfaction but may not be the same. Integration with the Kano model may provide a two-dimensional view of quality. This study integrates SERVQUAL and Kano model to investigate the relationship between service quality, customer satisfaction, and loyalty in self-paid health examination and proposes suggestions for the health examination center to improve service quality.
Objectives: (1.) To explore whether the service quality of self-paid health examination can be classified in Kano two-dimensional model (2.) To investigate the relationship between service quality, customer satisfaction and loyalty in self-paid health examination (3.) To investigate the relationship between service quality classified in Kano model, customer satisfaction and loyalty in self-paid health examination
Methods: This study was a cross-sectional study by a structured questionnaire sending to the customers of the health examination center of a public regional hospital in northern Taiwan during March 11 to April 3. 211 questionnaires were replied and 206 were valid samples.
Results: The differences between perception and expectation in five dimensions of SERVQUALwere significant. Based on Kano model, 18 elements were classified into one-dimensional attributes; 1 element was in the attractive attribute category; 1 was an indifferent attribute. The results showed that the attractive attribute and one-dimensional attributes were significant positive associated with satisfaction and loyalty. Assurance and Tangibility were significantly positively related to satisfaction. Tangibility and Responsiveness were significantly positively related to loyalty.
Conclusion: Application of SERVQUAL and Kano model can find out the lack of service quality of self-paid health examination and the innovative service attribute from the customer''s perspective. Further, the findings can give health examination center suggestions to enhance customer satisfaction and loyalty.
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