健檢中心關係品質和顧客忠誠度之研究--以LISREL進行理論驗證

「預防勝於治療」的觀念興起，如何維繫顧客並提高市場佔有率成為醫院健檢中心的重要挑戰。本研究旨在探討醫學中心附設健檢中心對顧客的關係品質，並預測顧客忠誠度，以接受自費健康檢查的顧客為對象，有效樣本共 387位，採線性結構關係模式(LISREL)等進行資料分析。研究結果發現：(1)健檢中心對顧客的接觸強度、服務具體化、專業性與二者間的關係品質有直接正向的影響。(2)健檢中心對顧客的關係品質與顧客忠誠度有直接正向的影響。(3)健檢中心對於顧客的接觸強度、服務具體化與專業性，乃透過關係品質為中介變項，並預測顧客忠誠度。(4)健檢中心關係品質因素以「服務具體化」的影響力最大。
As a result of the "prevention is better than cure" concent, how to maintain a higher rate of customer retention and how to capture higher market share have become the most important challenges for hospital health examination centers. This study attempts to the key factors through which a health examination center can affect the relationship quality. And the relationship quality will affect customer loyalty. The subjects surveyed are those who themselves pay for the packages of health examination with 387 valid samples. The LIRSEL package is used to analyze the data in this study. The study result indicated that: (1)The contact intensity, service tangibility, and service expertise between the health examination center and the subject has a significant and positive relationship with the health examination center's relationship quality. (2) The health examination center's relationship quality significantly and positively affects the subject's loyalty. (3) The contact intensity, service tangibility and expertise between the health examination center and the subjects will influence relationship quality, and will affect customer loyalty through the realationship quality as a mediating variable. (4) Service tangibility is the most influencing factor among the health examination center.