產後護理之家顧客服務體驗對顧客關係品質之影響

The Impact of Experience on the Quality of Customer Relationships and Loyalty in a Postpartum Care Center

目的：顧客在接受產後護理照護時，其過程感受到許多不同形式的體驗。本研究欲探討產後婦女入住產後護理之家的過程中，所產生服務體驗對顧客關係品質是否有所影響。方法：採用問卷調查方式，以某區域級教學醫院附設產後護理之家顧客為研究對象，共發放154份問卷，有效問卷140份，採用階層迴歸分析來進行分析，以驗證服務體驗對顧客關係品質的影響。結果：研究發現情感體驗為顧客認知程度最高（mean=4.97，SD=0.44）且為最重視之體驗（mean=5.21，SD=0.38）。階層迴歸分析結果發現情感體驗認知會對照護人員、產後護理之家之關係品質造成顯著正向影響（β=0.92，p＜0.05與β=0.57，p＜0.05）；感官體驗認知則會對產後護理之家關係品質造成顯著正向影響（β=0.37，p＜0.05）。結論：感官與情感體驗認知皆為顧客關係品質之激勵因子，建議未來產後護理之家將資源投入在提升顧客之感官與情感體驗上，以強化顧客關係品質。

Objective: During postpartum care, patients have different experiences. This study adopted the Strategic Experiential Modules to explore the influence of different experiences on the quality of customer relationships with healthcare providers during postpartum care. Methods: The study selected patients in a postnatal care center affi liated with a regional teaching hospital in South Taiwan as samples and adopted the questionnaire survey method to collect data. A total of 140 valid questionnaires (valid response rate of 91%) were analyzed using hierarchical regression. Results: The perception of feeling experience had a significantly positive influence on the quality of two kinds of relationships (β = 0.92, p < 0.05 and 0.57, p < 0.05, respectively). The perception of sensory experience had a significantly positive effect only on the quality of the customer-center relationship (β = 0.37, p < 0.05). Conclusions: Perceptions of both sensory and feeling experiences were the 'motivating factors' which enhanced the quality of customer relationships. Therefore, we suggest that postpartum care centers devote resources to enhancing both the sensory and feeling experiences of their patients.