碩士 / 長榮大學 / 醫務管理學系碩士班 / 104 / In recent years, patient more focus on service and quality of care, because the customer of consciousness is rise and the reputation of internet about medical market information is become transparent. However, there have highly intangibility and variability in the medical service. The medical institution can’t prevent service failures occur on course of medical services. Because the medical institution can’t control quality of service. If the medical institution can save customer’s complaints in time, it will make customer become satisfaction and take a positive of evaluation to the medical institution. Therefore, the study purpose is investigate the effect of service failures occur to service recovery on customer behavior in the medical institutions. And investigate the effect of relationship marketing to service recovery and customer behavior.
This study is cross-sectional study. The methodology is the questionnaire. The object is more than 20 years old adults and can read the word. And use Quota Sampling of clinic and emergency for medical treatment quantity in Taiwan’s medical industry. It was issued 450 questionnaires, and recovered 405 questionnaires, the effective rate of 90%. Use Descriptive Dtatistics, Confirmatory Factor Analysis, Reliability and Validity Analysis, Correlation Analysis and Structural Equation Analysis to verify the hypothesis of this study.
Result show that the service failure is positive affect of the service recovery. The service failure severity is higher, the service recovery will be higher. The service failure is positive affect of the customer behavior. When the service failure is higher, the customer behavior will be worse. And the service recovery is positive affect of the customer behavior. When the service recovery is higher, the customer behavior will be better.
In addition, service failure will affect service recovery through the customer behavior. Finally, relationship marketing will weakened the customer behavior. Therefore, the results of this study will offer the medical institutions to understand customer awareness of service failure severity. And offer policy of the service recovery for the medical institutions. To reduce the service failure occurs, and recommend to maintain a good relationship with customer.
| Identifer | oai:union.ndltd.org:TW/104CJU00528004 |
| Date | January 2016 |
| Creators | CHEN,YU-TING, 陳妤婷 |
| Contributors | CHAO,WEI-CHIN, 秦兆瑋 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 113 |
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