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研究生： 黃品程
Huang, Pin-Cheng
論文名稱： Understanding Aesthetic Medicine Consumers’ Revisit Intention: Physician Reputation, Marketing Perception, Satisfaction, and Postoperative Care
Understanding Aesthetic Medicine Consumers' Revisit Intention: Physician Reputation, Marketing Perception, Satisfaction, and Postoperative Care
指導教授： 張佑宇
Chang, Yu-Yu
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所碩士在職專班
Institute of International Management (IIMBA--Master)(on the job class)
論文出版年： 2023
畢業學年度： 111
語文別： 英文
論文頁數： 76
中文關鍵詞： 消費者決策 、醫學美容 、混合研究
外文關鍵詞： Consumer decision-making, Aesthetic medicine, Mixed method
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    • 本研究的主要目的在於探索醫學美容行業中，影響患者選擇、滿意度和忠誠度的關鍵因素，特別著重於專科診所與醫美診所之間的異同。我們採取了包含質性和量性的混合研究方法，先與四位醫療服務提供者進行了深度訪談，討論如醫師專業度、醫師的聲譽、市場營銷感知、服務流程、術後護理等可能影響患者決策的因素，以及全民健康保險制度對診所收益和服務提供的影響，再針對256位有接受過醫美療程經驗的患者進行了問卷調查。

    研究的結果不僅揭示了影響醫美患者決策的核心要素，也進一步比較醫美診所與專科診所在治療成效、行銷策略、以及術後護理的對應差異。此外，我們也探究了全民健康保險制度對診所收益和服務提供的影響，以及兩種類型診所在處理醫療糾紛時面臨的挑戰。透過對上述要素的深入分析，本研究期望對醫美診所的經營者及政策制定者提供有價值的建議，以便有效提升服務品質、增進患者的滿意度，進一步提高顧客的再訪意願。

    This study investigates the key factors influencing patient choice, satisfaction, and loyalty in the rapidly growing aesthetic medicine industry, with a focus on understanding the differences between specialist and aesthetic clinics. Utilizing a mixed-method approach, the study explores aspects such as physician professionalism and reputation, marketing strategies, service processes, and postoperative care, as well as the implications of Taiwan's National Health Insurance system for clinic revenue and service delivery. The findings reveal critical factors that shape patient decision-making, differences in mindset regarding treatment effect and marketing approaches between the two types of clinics, and the importance of postoperative care in ensuring patient satisfaction and trust. Additionally, the study highlights the role of the National Health Insurance system in shaping clinic revenue and service delivery, as well as the challenges faced by both clinic types when dealing with medical disputes.
    Through an exhaustive analysis of these elements, this study aims to deliver meaningful guidance for those in policy-making roles and industry professionals striving to enhance service standards, augment patient contentment, and foster customer revisit intention in the aesthetic medicine industry.

    中文摘要 I ABSTRACT II ACKNOWLEDGEMENTS III TABLE OF CONTENTS IV LIST OF TABLES IX LIST OF FIGURES X CHAPTER ONE INTRODUCTION 1 1.1 Research Background. 1 1.1.1 Increasing Demand for Aesthetic Medicine. 1 1.1.2 Taiwanese Aesthetic Medicine Market. 2 Table 1-1 Comparison Between Aesthetic and Specialist Clinic. 4 1.2 Research Motivation and Goal. 5 CHAPTER TWO LITERATURE REVIEW 7 2-1. Physician’s Reputation. 7 2-2. Marketing Perception. 8 2.3 Patient’s Psychological Satisfaction. 9 2.4 Revisit Intention. 9 2.5 Postoperative Care. 11 Figure 1-1. Research framework 13 Figure 1- 2. Research framework 13 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 14 3.1 Introduction to Mixed Method. 14 3.2 Method Designs. 15 3.2.1 Service Provider Perspective. 16 3.2.2 Service Receiver Perspective. 17 3.3 Empirical Research. 17 3.3.1 Qualitative Exploration. 17 Table 3-1 Respondent Background Information. 18 3.3.2 Variables and Quantitative Questionnaire Design. 19 CHAPTER FOUR QUALITATIVE INVESTIGATION AND ANALYSIS 20 4.1 Interview Design. 20 4.1.1 Interview with Administrators of Clinics. 20 4.1.2 Interview Content Design. 20 4.2 Findings. 21 4.2.1 Service Blueprint for Aesthetic Clinic. 21 Figure 2- 1. Service Blueprint for Aesthetic Clinic 21 4.2.2 Service Blueprint for Specialist Clinic. 21 Figure 2- 2. Service Blueprint for Specialist Clinic 22 4.2.3 The Main Service Process Difference between Aesthetic and Specialist Clinic Is the Order of Contact with Physicians and Beauticians. 22 4.2.4 Aesthetic and Specialist Clinic Managers Both Believe Physician Professionalism Is the Main Factor Influencing Client Decision-Making. 24 4.2.5 Specialist Clinic Managers Focus on Moderate Treatment Effect, Aesthetic Clinic Managers Focus on Optimal Treatment Effect. 25 4.2.6 Aesthetic Clinic Managers Pay More Attention on Marketing than Specialist Clinic. 27 4.2.7 Physicians Employed by the Clinic Must Have Sufficient Proficiency to Administer Medical Cosmetology Services. 28 4.2.8 Facing Medical Disputes, Specialist Clinics Focus on Interpretation in Professional Fields, Aesthetic Clinics Focus on Customer Psychological Feelings. 29 4.2.9 Postoperative Care Is the Weakness of Specialist Clinics, but the Strength of Aesthetic Clinics. 30 4.2.10 NHI Limits the Revenue of Specialist Clinics, but It Has Become the Revenue Umbrella Under the Epidemic. 31 Table 4-1 The Impact of Covid-19 on Patient Numbers and Turnover in Aesthetic and Specialist Clinics. 33 4.3 Summary. 35 CHAPTER FIVE QUANTITATIVE INVESTIGATION AND RESULTS 36 5.1 Research Design and Approach. 36 5.2 Sampling. 37 5.3 Data Collection. 37 Table 5-1 Demographic Profile. 38 5.4 Measurement. 40 Table 5-2 Confirmatory Factor Analysis Results. 42 5.5 Result of Quantitative Research. 43 5.5.1 Descriptive Statistical Analysis. 43 Table 5-3 Correlation Analysis. 44 5.5.2 Analytic Procedure. 45 Figure 3- 1. Research framework 46 Figure 3- 2. Research framework 47 5.5.3 Moderating Effects. 49 Figure 4- 1. Moderating effect of postoperative care on the relationship between marketing perception and revisit intention 49 Figure 4- 2. Moderating effect of postoperative care on the relationship between physician’s reputation and revisit intention 50 CHAPTER SIX CONCLUSION AND SUGGESTIONS 51 6.1 Conclusion and Suggestions. 51 6.1.1 Physician Professionalism and Reputation as the Critical Factors in Aesthetic Medicine Client Decision-Making. 51 6.1.2 Different Mindsets for the Treatment Effect and Marketing Strategies between Aesthetic and Specialist Clinics. 52 6.1.3 Service Process Differences: Comparing Aesthetic and Specialist Clinics. 54 6.1.4 The Role of Postoperative Care in Aesthetic and Specialist Clinics. 54 6.1.5 National Health Insurance: Implications for Clinic Revenue and Service Delivery. 55 6.1.6 Postoperative Care: Balancing Reputation, Marketing, and Patient Satisfaction. 56 6.1.7 Facing Medical Disputes: A Comparison between Aesthetic Clinics and Specialist Clinics. 57 6.2 Limitations and Future Directions. 58 6.2.1 Limitations. 58 6.2.2 Future Directions. 59 REFERENCES 61 APPENDICES 69 Appendix 1: Interview Questionnaires 69 Appendix 2: Quantitative Questionnaires 71 Appendix 3: Service Blueprint for Aesthetic Clinic 75 Appendix 4: Service Blueprint for Specialist Clinic 76

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