建構中醫診所服務品質診斷系統

Abstract

自1980年，服務品質議題之研究眾多，但迄今仍未見一有系統的研究方法。本研究提出一套系統性的中醫診所服務品質診斷系統，先使用服務藍本的方式勾勒出中醫診所的服務流程，藉由此流程開發出衡量中醫診所服務品質的量表，再深入挖掘期望服務與知覺服務的滿意缺口，最後再使用結構方程模式與多群組分析方式分析中醫診所病友之滿意與忠誠的因果關係。 本研究經由中醫診所個案之實證，發現有形度、可靠度、關懷度、回應度與保證度等五構面，以及24項關鍵服務項目，足以衡量中醫診所的服務品質。對於知覺服務與期望服務之差異分析，本研究將關鍵服務項目分為三類：理想品質缺口、不可接受品質缺口與動態滿意缺口。對於具有理想品質缺口的關鍵服務項目，管理者只要持續維持現有服務品質的水準；對具有不可接受品質缺口的關鍵服務項目，管理者應思考對策，予以立即改善。具有動態滿意缺口的服務項目，管理者亦應考量以階段性的改善對策，持續精進此些關鍵服務項目。 其次有關中醫診所服務品質對顧客滿意度與顧客忠誠度三者之因果模式，本個案發現：只有服務品質，會顯著的影響顧客忠誠度。其次，期望服務的五構面，皆會顯著的影響顧客忠誠度。再經過多群組分析，於期待服務品質的關懷度與忠誠度之間，未婚者之因果關係顯著小於已婚者。另外於知覺服務的五構面中，對於不顯著的有形度與回應度兩構面，管理者更應尋找問題真因與思考解決對策，以謀求持續改善之道，進而增加顧客滿意度。

Since 1980, there have been various researches discussing the topics concerning service quality. However, there lacks of a systematic approach to link a series of research methods to explore the service quality. This research proposes a diagnosis system for traditional Chinese medical clinics to exaime their service quality. The proposed method first outlines the service process by a service blueprint, explores the key service factors from the service blueprint, and then developes an appropriate service quality scale based on the key service factors. After collecting patients’ responses viz questionnaires, the service quality gaps are further analyzed by using structural equation modeling. Moreover, the casual relationships between patients’ satisfaction and loyalty are explored by multi-group analyses. Through empirical case study of a TCM clinic, the research found that five aspects (tangibles, reliability, empathy, responsiveness and assurance) and 24 key service items are adequate to measure the service quality of a TCM clinic. The diagnosis system seperates the quality gaps of the 24 key service items as three groups: ideal quality gap, unacceptable quality gap and dynamic satisfactory gap. For service items with ideal quality gaps, the administrator needs only to keep the existing service quality. For service items with unacceptable quality gaps, the administrator should consider countermeasures to immediately improve them. The administrator needs to develop phased improvement for those service items with dynamic satisfactory gaps to continuely advance their service. Regarding the causal model of the relationship between the service quality of TCM clinics and customer satisfaction and loyalty, the results of case study found that only service quality had significant effects on customer loyalty. Secondly, all the five aspects of explored service will significantly affect customer loyalty. Furthermore, the results of multi-group analysis found that the causal relationship between the empathy and loyalty of expected service quality among unmarried customers were less significant than that among the married customers. Besides, for the insignificant aspects of tangibles and responsiveness in the five aspects of perceived services, the management should find out the cause of the problems and their solutions to continuously improve and enhance customer satisfaction.