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研究生： 蘇莎雅
Suwannaphirom, Phisatthaya
論文名稱： Customer Equity Drivers, Customer Satisfaction and Loyalty: The Case of Private Hospital
Customer Equity Drivers, Customer Satisfaction and Loyalty: The Case of Private Hospital
指導教授： 溫敏杰
Wen, Miin Jye
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所
Institute of International Management
論文出版年： 2020
畢業學年度： 108
語文別： 英文
論文頁數： 56
外文關鍵詞： Customer equity, Customer satisfaction, Customer loyalty, Private hospital
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    • Recently, with healthcare and technological advancement, customers become constantly entailed in making healthcare decisions as the medical cost begins to intensify. Therefore, it is critical for healthcare service providers to consider their marketing capability in order to survive in such highly competitive market. Customer equity, customer satisfaction, and customer loyalty are essential for service organizations especially for maintaining customer and service provider relationship. This research attempts to apply the framework of customer equity drivers to study the effect of customer equity drivers on customer satisfaction and customer loyalty in the
    context of private hospital industry. The finding indicates that there are positive effects of customer equity drivers (value equity, brand equity, and relationship equity) on customer satisfaction and customer loyalty. Furthermore, theoretical and managerial contribution are mentioned.

    TABLE OF CONTENTS ABSTRACT I ACKNOWLEDGEMENTS II TABLE OF CONTENTS III LIST OF TABLES VI LIST OF FIGURES VII CHAPTER ONE INTRODUCTION 1 1.1 Research Background. 1 1.1.1 Thailand’s Healthcare System. 1 1.1.2 Private Hospital Sector. 2 1.1.3 Customer Equity in Service Industry. 5 1.2 Research Objectives and Research Gap. 6 1.3 Research Contributions. 7 1.4 Research Procedures. 8 CHAPTER TWO LITERATURE REVIEW 10 2.1 Theoretical Background. 10 2.1.1 Customer Equity. 10 2.1.2 Customer Satisfaction. 12 2.1.3 Customer Loyalty. 13 2.2 Hypotheses Development. 14 2.2.1 Value Equity and Customer Satisfaction. 14 2.2.2 Brand Equity and Customer Satisfaction. 15 2.2.3 Relationship Equity and Customer Satisfaction. 16 2.2.4 Customer Satisfaction and Customer Loyalty. 16 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 18 3.1 Research Framework. 18 3.2 Summary of Hypotheses. 19 3.3 Definition of Variables. 19 3.4 Research Design and Procedures. 20 3.5 Measurement. 21 3.5.1 Value Equity. 21 3.5.2 Brand Equity. 21 3.5.3 Relationship Equity. 22 3.5.4 Customer Satisfaction. 22 3.5.5 Customer Loyalty. 22 3.6 Pilot Test. 23 3.7 Sampling Plan. 24 3.8 Methods of Analysis. 24 3.8.1 Descriptive Statistical Analysis. 24 3.8.2 Confirmatory Factor Analysis (CFA). 25 3.8.3 Structural Equation Modeling (SEM). 25 CHAPTER FOUR RESEARCH RESULTS 27 4.1 Pilot Test Result. 27 4.2 Data Collection. 28 4.3 Respondents Demographics. 28 4.4 Descriptive Statistics. 34 4.5 CFA Model Result. 35 4.6 SEM Model Result. 38 4.7 Summary of Hypotheses Testing Results. 40 CHAPTER FIVE CONCLUSION AND SUGGESTIONS 42 5.1 Research Discussion. 42 5.2 Theoretical and Managerial Contribution. 43 5.3 Research Limitations and Future Research. 44 REFERENCES 46 APPENDICES 51 Appendix 1: 51 Appendix 2: 56

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