顧客是企業最重要的資源Fonvielle認為要在激烈的市場上永續經營，顧客滿意將是成功的重要因素，另有研究指出平均取得一位新顧客所花的成本為維繫既有顧客成本的五倍；及企業若能降低5%的顧客變節率，則能提高25%∼85%利潤。由此可知，提升顧客滿意度及忠誠度進而增加企業利潤，成為企業因應環境變化所須努力之焦點。由於全民健康保險制度的開辦及整體醫療環境的改變，醫療市場競爭愈趨激烈，因此醫療產業開始重視醫務管理，加強服務品質及服務補救以提昇顧客滿意度及忠誠度；而顧客滿意度及忠誠度之相關指標模式在其他企業獲得驗證，而在醫療產業研究則相對較少。
本研究在服務品質衡量上，以PZB「SERVQUAL量表」為本研究服務品質量表之母體；服務補救以Boshoff構成服務補救滿意因素的六個構面，為本研究所採用服務補救量表，顧客滿意度採用台灣醫務管理學會THIS門診滿意度調查問卷，各構面的綜合性問項，而忠誠度則是採用Peltier等人(1999)在醫療服務業中的病患忠誠度是一種行為意圖的概念，並加入財務影響因素一個問項，以建立忠誠度問項，本研究架構以「服務品質」、「服務補救」、「顧客滿意度」、「顧客忠誠度」四個構面加上「基本資料」構面形成，探討彼此間的關係
本研究結果發現知覺服務品質對顧客滿意度與顧客忠誠度呈現正相關，而知覺服務品質的因素可以解釋顧客滿意度58.1％的變異量，解釋顧客忠誠度41％的變異量，說明知覺服務品質對顧客滿意度及顧客忠誠度有顯著影響；知覺服務補救對顧客滿意度及顧客忠誠度呈現正相關，而知覺服務補救的因素可以解釋顧客滿意度38.1％的變異量，解釋顧客忠誠度38.2％的變異量，說明知覺服務補救對顧客滿意度及顧客忠誠度有顯著影響；顧客滿意度對顧客忠誠度呈現正相關，而顧客滿意度可以解釋顧客忠誠度35.9％的變異量，說明顧客滿意度對顧客忠誠度有顯著影響。

The customer is the most important resource for enterprises. Fonvielle thought customer satisfaction is the essential element of success for a business to continue operating forever in the competitive market. Researches indicate obtaining a new customer costs about five times more than keeping existed ones. If a company can reduce the rate of losing customers 5%, then it can enhance the profit 25% to 85%. Therefore, in order to boost the profit, enterprises should strive for raising customer satisfaction and loyalty. In accommodating for the implementation of National Health Insurance and the rapid changes of the whole environment, the health care industry has started to emphasize on health care management to increase customer satisfaction and loyalty by strengthening service quality and service recovery. The criteria of customer satisfaction and loyalty have been verified in other industries; however, there are relatively less studies in health care field.
This research used PZB「SERVQUAL scale」as the matrix of its service quality scale and the six constructs of Boshoff’s satisfied factors of service recovery as its service recovery scale. The questions of customer satisfaction part came from Taiwan College of Healthcare Executives’ THIS satisfaction survey toward outpatient services. Besides the concept about which patients’ loyalty is a kind of behavioral intention broached by Peltier (1999), the consideration of financial factors was added when framing the questions of customer loyalty part. The structure of this research was constructed by discussing the relationship among service quality, service recovery, customer satisfaction, customer loyalty, and background information.
The result of this research discovers that perceptive service quality has a positive relationship with customer satisfaction and customer loyalty. The factors of perceptive service quality can explain 58.1% variation of customer satisfaction and 41% variation of customer loyalty, which means perceptive service quality, has a significant influence on customer satisfaction and loyalty. The effect of perceptive service recovery on customer satisfaction and customer loyalty is also significant; the factors of perceptive service recovery can explain 38.1% variation of customer satisfaction and 38.2% variation of customer loyalty. Furthermore, the finding shows a positive relationship between customer satisfaction and customer loyalty themselves; the former can explain 35.9% variation of the latter.

目 錄
圖目錄… iv
表目錄… v
誌謝 ……………………………………...……………………………………..viii
中文摘要 ix
英文摘要 x
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究範圍與對象 5
第四節 研究方法與流程 6
第二章 文獻探討 9
第一節 服務品質 9
第二節 顧客滿意度 15
第三節 服務補救 18
第四節 顧客忠誠度 23
第五節 服務品質與顧客滿意度及顧客忠誠度之關係 26
第六節 服務補救與顧客滿意及顧客忠誠度之關係 29
第七節 顧客滿意與顧客忠誠度之關係 31
第三章 研究設計 32
第一節 研究架構 32
第二節 研究假說 34
第三節 問卷設計與修訂 35
第四節 量表信度及效度之檢驗（項目分析） 37
第五節 抽樣設計 44
第六節 資料處理及分析方法 45
第四章 研究結果與分析 48
第一節 敍述性統計分析 48
第二節 因素分析 55
第三節 研究假說檢定 59
第五章 結論與建議 76
第一節 結論 76
第二節 建議 87
第三節 研究限制 90
參考文獻 91
中文部份 91
英文部份 92
附錄 問卷 100
圖目錄
圖1-1 研究流程 7
圖3-1 研究架構 33
圖3-2 資料分析架構圖 47

表目錄
表2-1 服務補救類別比較表 21
表3-1 服務品質量表22個題項的項目分析 38
表3-2 服務補救量表17個題項的項目分析 39
表4-1 基本資料次數分配表 49
表4-2 服務品質問項平均值排列 52
表4-3 服務補救問項平均值排列 53
表4-4 顧客滿意度問項平均值排列 54
表4-5 忠誠度問項平均值排列 54
表4-6 服務品質因素(3因素)及信度分析 56
表4-7 服務補救因素(3因素)及信度分析 58
表4-8 服務品質、服務補救、顧客滿意度、顧客忠誠度在性別上之差異分析… 59
表4-9 服務品質、服務補救、顧客滿意度、顧客忠誠度在年齡層上之差異分析 60
表4-10 服務品質、服務補救、顧客滿意度、顧客忠誠度在不同職業上之差異分析 61
表4-11 服務品質、服務補救、顧客滿意度及忠誠度在不同教育程度上之差異分析 63
表4-12 服務品質、服務補救、顧客滿意度及忠誠度在不同婚姻狀態上差異分析 64
表4-13 服務品質、服務補救、顧客滿意度及忠誠度在不同的月平均收入上差異分析 65
表4-14 知覺服務品質因素構面與顧客滿意度相關分析 67
表4-15 知覺服務品質與顧客滿意度變異數分析 67
表4-16 知覺服務品質與顧客滿意度迴歸係數 68
表4-17 知覺服務品質因素構面與忠誠度相關分析 69
表4-18 知覺服務品質與顧客忠誠度變異數分析 69
表4-19 知覺服務品質與顧客忠誠度迴歸係數 70
表4-20 知覺服務補救因素構面與顧客滿意度相關分析 70
表4-21 知覺服務補救與顧客滿意度變異數分析 71
表4-22 服務補救與顧客滿意度迴歸係數 71
表4-23 服務補救因素構面與顧客忠誠度相關分析 72
表4-24 知覺服務補救與顧客忠誠度變異數分析 73
表4-25 知覺服務補救與顧客忠誠度迴歸係數 73
表4-26 顧客滿意度與顧客忠誠度相關分析 74
表4-27 顧客滿意度與顧客忠誠度變異數分析 74
表4-28 顧客滿意度與顧客忠誠度迴歸係數 74
表5-1 研究假說檢定結果 77

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