關係品質之前置與結果變數的探究－以醫學美容中心為例

Abstract

本研究主要探討醫學美容中心應採取何種關係連結方式與顧客授權程度，以建立顧客對醫療機構的信任與承諾，進而產生忠誠度與口碑推薦行為。本研究以於醫學美容中心接受醫療服務之顧客為研究對象，採用便利抽樣法蒐集資料，共發出506份問卷，回收有效問卷500份。此外，本研究採用結構方程式之最小平方法（Partial Least Squares; PLS）作為研究模型的資料分析工具。結果發現：（1）社會連結與資源連結會正向影響信任與承諾；（2）顧客授權會正向影響信任；（3）信任會正向影響承諾；（4）信任與承諾會正向影響口碑推薦與忠誠度。最後，本研究根據結論提出實務與理論意涵、限制與未來研究方向。

The purpose of the study was to explore the relationships among relational bonds, customer empowerment, relationship quality and behavior intention. The study targets customers who accept medical services in the medical cosmetic centre, and conducts questionnaires survey by convenience sampling. A total of 506 questionnaires were distributed and 500 effective samples were collected. Utilizing the partial least square (PLS) technique, we assessed the antecedents and consequences of relationship quality. The study has the following findings: (1) Social bond and resource bond are positively related to trust and commitment. (2) Customer empowerment is positively related to trust. (3) Trust is positively related to commitment. (4) Trust and commitment are positively related to loyalty and word-of-mouth. The implications of the study are discussed, along with limitations and suggestions for future research.