健康管理應用程式APP使用後的體驗行銷對顧客滿意度、顧客忠誠度及醫院品牌形象之影響

"A study on the relationships among experiential marketing, customer satisfaction, customer loyalty and brand image-The case of health application software"

Covid-19於2020年肆虐全球，台灣在本次疫情的成就是舉世共睹，其仰賴就是醫療資訊科技與醫療基礎建設。在國家政策推動下，我國智慧科技在醫療的應用已趨於成熟，然而現今國人重視健康，各式健康檢查已普及化，但大多數健檢後並沒有改善他們的健康，成為亞健康一族。基於上述的緣由，醫院與科技廠商合作個人健康管理APP，並與健保署連結健康存摺，提供民眾個人化健康管理。因此本研究探討如何透過數位平台的設計與建立健康促進服務之供需機制來提升顧客滿意度及企業品牌形象，也是醫療院所在價值轉型過程中需要思考的策略方向。本研究問卷均參考過往學者之研究與根據醫療產業特性做修訂，其樣本設定為高雄地區使用過本院健康管理應用程式APP之用戶，採取便利抽樣之橫斷面資料蒐集式問卷調查與使用統計工具進行分析來驗證顧客使用後與醫院品牌形象間的相關性，其研究發現體驗行銷對顧客滿意度、顧客忠誠度與醫院品牌形象呈現顯著正相關，故消費者使用健康管理應用程式APP之經驗後能有效提升顧客的滿意度、忠誠度與醫院形象。最後，本文依據研究結果提出行銷建議方案，可提供給國內各社區型醫院決策者擬定行銷政策，以提升品牌管理與長久服務關係建立之參考。

"Driven by national policies, smart health care systems in Taiwan have matured. However, people have begun to place greater value on their health may believe their health status will not improve after a check-up. Therefore, we collaborated with a technology company to develop a health care application aimed at those with suboptimal health and that links with the My Health Bank of the National Health Insurance to enable the user to manage their health status. This study examined the use of the application designed on the basis of customer needs to increase user satisfaction and brand image. Our research results provide managerial implications for hospital managers.The questionnaire employed was based on the research of other scholars and was revised in accordance with the characteristics of the medical industry. Participants were limited to individuals in the Kaohsiung area who had used health application software, and multiple regression analysis was applied to analyze the participants’data collected from 262 questionnaires.The results indicated that (1) participant satisfaction was 82% after using the health application software, and (2) the experiential marketing was positively and significantly associated with user satisfaction, user loyalty, and brand image.The results reveal that the software and users’ability to share their physiological information, check-up reports, and My Health Bank information with their friends and relatives can improve user satisfaction, user loyalty, and brand image. These results are consistent with those of many scholars. Therefore, medical institutions should use the smart health application to strengthen brand image and service value."