The Construction of Service Quality Diagnosis System for Traditional Chinese Medicine Clinics
|關鍵字:||服務品質;期望服務;知覺服務;知覺服務;結構方程模式;多群組模式分析;service quality;expected service;perceived services;dynamic satisfactory gap;structural equation mdles;multi-group model analysis|
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.