中文摘要
提升服務品質、服務價值和提高病患滿意度，並擬定行銷策略來吸引病患是管理者必須做的功課。以重複購買意願的角度來探討，如病患有正面的行為意願，便會替該醫療院所作正面宣傳、並與之持續往來。因此，掌握病患行為意願即代表該醫療院所也能掌握未來。透過問卷調查，本研究選擇某醫學美容診所，共回收有效問卷314份、並利用結構方程式模型探討美容診所的服務品質、服務價值、顧客滿意度和重複購買意願間之關係。研究結果發現，服務品質對於服務價值、滿意度、以及重複購買意願存在正向顯著的關係；服務價值對於滿意度以及重複購買亦願意存在正向顯著的關係；滿意度對於重複購買意願存在正向顯著關係；此外，重複購買意願對於實際使用行為更存在正向顯著關係。因此，醫學美容診所應致力於提昇診所的服務品質，包含可靠性、保證性等就診病患最為重視的服務相關屬性，以及有形性、反應性與關懷性等非服務相關的屬性。服務品質提昇後，其對於服務價值的影響將間接影響滿意度、以及重複購買意願。同時，服務品質對於滿意度的影響亦將間接影響重複購買意願。最後，重複購買意願對於實際使用行為的正向顯著影響亦獲得證實。除了上述實證研究結果，本研究亦討論了美容診所如何來改善醫療品質及促進病患滿意度，嘗試對美容診所的管理者提供管理上的意涵與建議。

ABSTRACT
The Relationship between Service Quality, Service Value, Customer Satisfaction, and Repurchase Intention- Example of Medical Cosmetology Clinic in Kaohsiung
It is an essential task for managers of clinic to promote service quality, service value, patient satisfaction, and setup efficient marketing strategies to attract patients. From the view of repurchase intention, when patients have positive intention to purchase medical service, they will not only propagate for this clinic but also keep repurchasing medical services from that clinic. Therefore, it is important for clinics to keep patients’ repurchase intention in mind to grasp their future. By sending questionnaires, this study surveyed patients of two medical cosmetology clinics in southern Taiwan randomly, with which the valid returned questionnaires are 314. The methodology of this study is structural equation model. By performing SEM, this study discusses the relationship between service quality, service value, customer satisfaction and repurchase intention. Besides, this study discusses the marketing programs to improve medical quality and upgrading patient satisfaction. This study suggests cosmetology medical clinic should endeavor in upgrading service quality, including reliability, assurance, and tangibility, responsibility and empathy. Thus would lead to the promoting of service value, satisfaction and repurchase intention. Therefore, repurchase intention leads to actual purchasing behavior. Finally, this study also does some managerial implications for managers of medical cosmetology clinics according to the analytic results.

目 錄
中文摘要 i
ABSTRACT ii
目 錄 iii
圖目錄 v
表目錄 vi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究對象與範圍 3
第四節 研究流程 4
第二章 文獻探討 6
第一節 醫學美容產業 6
第二節 服務品質與醫療服務 18
第三節 服務價值 29
第四節 顧客滿意度 31
第五節 重複購買意願 34
第三章 研究方法與研究設計 36
第一節 研究架構 36
第二節 研究假設 37
第三節 變數的操作性定義 38
第四節 研究對象 41
第五節 抽樣方法 41
第六節 問卷設計 42
第七節 分析方法 43
第四章 統計分析結果 47
第一節 敘述性統計分析 47
第二節 各構面填答平均值 50
第三節 結構方程模式分析 55
第五章 結論 61
第一節 研究結論 61
第二節 管理意涵 63
第三節 研究限制與未來研究方向 65
參考文獻 66
一、中文部份 66
二、英文部份 68
附件一：調查問卷 73





圖目錄
圖1-1 兩兆雙星計畫中生技醫藥產業的涵蓋範圍 2
圖1-2 研究流程圖 5
圖2-1 醫學美容分類方式—依功能而分 8
圖2-2 醫學美容分類方式—依學科而分 9
圖2-3 醫學美容分類方式—依技術而分 10
圖2-4 醫學美容換膚技術的演進 11
圖2-5 醫學美容除皺技術的演進 12
圖2-6 醫學美容產業鏈 13
圖2-7 顧客滿意模式 31
圖3-1 研究架構圖 36
圖3-2 問卷設計流程圖 42
圖4-1 概念架構之實證結果 58
圖4-2 競爭模式之實證結果 60




表目錄
表2-1 2002 年全球醫學美容療程之次數與費用一覽表 16
表2-2 修改前與修改後的服務品質構面 24
表2-3　服務品質之相關研究 25
表2-4　醫療服務文獻整理 28
表2-5 服務價值之定義 29
表2-6　滿意度文獻整理 33
表2-7 Parasuraman, Zeithaml & Berry 行為意向量表 35
表3-1　研究構面、問項及參考文獻 39
表4-1 樣本敘述性統計資料 49
表4-2 各構面、問項填答平均值、標準差 54
表4-3 問卷各構面、問項檢定值列表 55
表4-4 各項配適指標列表 57
表4-5 概念架構之實證結果 58
表4-6 競爭模式之實證結果 59

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