摘　要
　　中央健康保險局（健保局）為了使民眾享有更方便的就醫服務，進而邁入醫療資訊新紀元，特別規劃自民93年起，全面以健保IC卡取代就醫紀錄使用六次後即需更換的紙卡。然而，自推動健保IC卡政策以來，不論是官方或學術界所關心之主要議題，均圍繞在隱私權及醫界改變就醫憑證後可能之衝擊與影響。就民眾使用的觀點而言，其申請與取得健保IC卡是否較原有紙卡方便，健保局在考量隱私權議題之同時，更應思索如何能更快速、方便的將此一就醫憑證交到迫切需要使用者的身上。
　　本研究使用品質機能展開 (Quality Function Deployment, QFD)來協助健保局找出最有效的服務品質改善策略，探討其提供的服務品質是否已符合顧客需求及其滿意程度為何？本研究以PZB服務品質模式、專家意見架構探討申請健保IC卡服務品質之問卷，針對洽健保局現場換、補發健保IC卡的民眾及受理此項業務的投保單位及醫療院所，以便利抽樣方式進行問卷調查，共取得民眾285份、投保單位294份及醫療院所301份有效問卷。調查資料經因素分析法萃取出服務品質構面及項目，並以品質特性排序評量法，決定各項顧客所需服務品質及權重，將各項服務品質要素導入品質機能展開，整合分析出「擁有健保卡」為優先改善服務之項目，而現場申請、首發郵寄申請及透過郵局申請換、補卡簡便，才是服務策略應改善之重點，提供給健保局進行提升健保IC卡服務品質之參考。
　　本文中以健保局南區分局為研究個案，針對民眾申請健保IC卡之方便性與便利性發展QFD的整體架構，提供了一些勝於傳統服務品質與顧客滿意度活動的優點。實證過程中所提供實際的參考模式，提出符合顧客需求的改善策略，應當足以提供服務機構，尤其是政府機關考慮使用QFD做為邁向服務品質提升的良好典範。

Abstract
　　With the new age of medical information and more convenient medical service, insured people are required to use health insurance IC cards, which are 32-K IC-chipped cards, from January 1, 2004. However, the main issue, which both the government and the scholars care about, is personal privacy and the effects of the use of IC card by hospitals. This study uses Quality Function Deployment (QFD) to find out the most effective strategy to improve service quality of the Bureau of National Health Insurance. First, the service quality model of PZB and the opinions of experts were used to do a random sampling survey. We got 285 available questionnaires from insured people, 294 from insurance applicants and 301 from hospitals. The survey data showed the items of service quality by Factor Analysis and the service quality for the clients by the method of Quality Attribute Ranking. From this information, we concluded d that “keeping IC cards for insured people” is the preferred method to improve service. In addition, applying for IC cards inconveniently by mail, in person and through post offices was the most important factor of the service strategy. We used the Southern Region Branch as the case study. This study showed the improvement of service quality, and the requirements for clients’ satisfaction. This process of this study shows how to improve strategies to meet clients’ demands. These strategies can set a good paradigm for the government to consider using QFD for improving their service quality.

參考文獻
中文部分
中國生產力中心（民 81），全面品質提升運動－全面品質保證手冊，修訂1版。
中華郵政全球資訊網（民 93）， http://www.post.gov.tw/post/internet/Post_ALL.htm，最後更新日期：2004/9/13。
方金海譯（民 85），品質經營，台灣西書出版社。
水野滋、赤尾洋二（民 76），品質機能展開法－如何有效掌握顧客需求，先峰企業管理發展中心編譯。
江宏哲（民 91），日本韓國IC卡應用，行政院衛生署中央健康保險局考察報告。
行政院主計處（民 90）中華民國行業標準分類，中華民國90年1月19日行政院臺90仁授一字第00643號函，http://law.dgbas.gov.tw/
行政院研究發展考核委員會（民 93），政府創新服務新主張，http://www.rdec.gov.tw，為民服務/服務品質獎。
吳玉印（民 81），「在美國引起爭論的田口方法之討論」，品管月刊，第 27卷，第 3期。
李長煌（民 92），由業界角度淺談智慧卡醫療應用與未來醫療資訊發展概況，健保IC卡上線問題研討會，中華民國醫院協會。
李錦昌、楊俊文、曾條昌、蔡淑鈴、趙健明（民 82），日本健保IC卡考察報告，行政院所屬各機關因公出國人員出國報告書。
李錦昌、廖美淑（民 80），考察衛生資訊網電傳視訊及IC卡在醫療衛生方面之應用，行政院衛生署公務出國報告。
赤尾洋二（民 80），新產品開發「品質機能展開之實際運用」，中國生產力中心 QFD研發小組編譯。
林清和（民 87），ISO 9000 品質管理與品質保證標準運用之研究－健保局南區分局為例，行政院衛生署八十七年度委託研究計畫。
邱永仁（民 89），IC卡救健保？台灣醫界，第43期，第12卷。
徐偉初、周麗芳、朱擇民、張翡倩（民 92），我國健保IC卡實施對保險對象與投保單位依從成本減少之研究，行政院衛生署92年度委託研究計畫，計畫編號：DOH92-NH-1027。
翁崇雄（民 88），評量整體性服務品質之觀念性模式，管理與系統，第6卷第2期，第151~176頁。
翁崇雄（民 89），服務品質評量模式之比較研究，中山管理評論，第8卷第1期，第105~122頁。
健保局（民 93a），全民健康保險重要統計92年12月份資料，中央健康保險局編印。
健保局（民 93b），健保IC卡依預訂期程推動記取澎湖經驗致力保障個人隱私與醫療人權，http://www.nhi.gov.tw/IC_Card/news/news.asp
游達榮（民92），品質機能展開在餐廳服務業的應用－以高雄布拉格西餐廳為例，國立東華大學觀光暨遊憩管理研究所碩士論文。
黃旭男、張德儀、吳文祥、王志宏和鍾碧媗（民 93），中央健康保險局92年度各分局、各聯合門診中心績效衡量顧客滿意度民意調查，執行機構：中華民國企業管理學會。
黃啟揚、林玥秀、吳金源、龐麗琴（民 92），品質機能展開對餐廳全面提升服務品質之應用研究，行政院國家科學委員會專題研究計畫成果報告。
黃維民（民 92），高雄市醫師公會召開健保IC卡利弊得失公聽會，中央社2003年06月17日。
戴久永（民 93），腦內革命品管篇，http://www.cc.nctu.edu.tw/~t6504/start.htm
簡聰海（民 81），全面品質管理，高立圖書有限公司。

英文部分
Akao, Y. (1990). Quality function deployment. Productivity Press, Cambridge, M.A.
Akao, Y. (2002). QFD and knowledge management on health- care service. Proceedings of the 8th International Symposium on Quality Function Deployment, Munich.
Akao, Y., & Mazur, G. H. (2003). The Leading edge in QFD: Past, present and future. The International Journal of quality & Reliability Management, 20, 1, 20-35.
Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: findings from Sweden. Journal of Marketing, 58, 53-66.
Babakus, E., & Boller, G. W. (1992). An empirical assessment of the SERVQUAL scale. Journal of Business Research, 24 (3), 253-268.
Barron, F. H., & Barrett, B. E. (1996). The efficacy of SMARTER- Simple Multi- Attribute Rating Technique Extended to Ranking. Acta Psychologica, 93 (1-3), 23-36.
Bateson, J. E., & Hoffman, K. G. (2002). Essential of Service Marketing: Concepts, Strategy, and Cases. Harcourt, Inc.
Benner, M., Linnemann, A. R., Jongen, W. M. F., & Folstar, P. (2003). Quality Function Deployment (QFD) - can it be used to develop food products? Food Quality and Preference, 14, 327-339.
Berkley, J. B. (1996). Designing services with function analysis. Hospitality Research Journal, 20 (1), 73-102.
Berné, C., Múgica, J. M., & Yagüe, M. (2001). The effect of variety - seeking on customer retention in services. Journal of Retailing and Consumer Services, 8, 335-345.
Berry, L. L., Parasuraman, A., & Zeithaml, V. (1994). Improving service quality in America: Lessons learned. Acaemy of Management Executive, 8 (2), 32-52.
Bicknell, B., & Bicknell, K. D. (1995). The Road Map to Reportable Success: Using QFD to Implement Change. Boca Raton FL.: CRC Press.
Bossert, J. L. (1991). Quality function deployment- a practitioner’ approach. New York: ASQC Quality Press Inc.
Bouchereau, V., & Rowlands, H. (2000). Methods and techniques to help quality function deployment (QFD). Benchmarking, 7 (1), 8-19.
Buell, V. P. (1984). A strategic planning Approach. Marketing Management, McGraw-Hill Book Co., 62.
Chan, L. K., & Wu, M. L. (2002). Quality function deployment: A literature review. European Journal of Operational Research, 143, 463-497.
Chen, C. L., & Bullington, S. F. (1993). Development of a strategic research plan for an academic department through the use of quality function deployment. Computers & Industrial Engineering, 25 (1-4), 49-52.
Cohen, L. (1988). Quality Function Deployment- How to make QFD work for you. Engineering Process Improvement Series
Cronin, J., & Brady, M. K. (2001). Customer Orientation: Effects on Customer Service Perceptions and Outcomes Behaviors. Journal of Service Research, 3, 3, 241-251.
Dabholkar, P. A. (1995). A contingency framework for predicting causality between customer satisfaction and service quality. Advances in Consumer Research, 22, 101-108.
Denhardt, R. B. (1995). Public Administration: An Action Orientation, 2nd ed., Belmont, California: Wadsworth.
Dube, L., Johnson, M. D., & Renaghan, L. M. (1999). Adapting the QFD approach to extended service transactions. Production and Operations Management, 8 (3), 301-317.
Folz, D. H., & Lyons, W. (1986). The Measurement of Municipal Service Quality and Productivity：A Comparative Perspective. Public Productivity Review, 40, 22.
Gilbert, G. R., & Parhizgari, A. M. (2000). Organizational Effectiveness Indicators to Support Service Quality. Managing Service Quality, 10, 46-51.
Goldratt, E. M. (1990). Theory of constraints. North River Press, Corton-on-Hudson, NY.
Govers, C. P. M. (2001). QFD not just a tool but a way of quality management. International Journal of Production Economics, 69, 151-159.
Graessel, B., & Zeidler, P. (1993). Using quality function deployment to improve customer service. Quality Progress, 26 (11), 59-63.
Griffin, A., & Hauser, J. R. (1993). The voice of the customer. Marketing Science, 12 (1), 1–27.
Hatry, H. P. (1978). The Status of Productivity Measurement in the Public Sector. Public Administration Review, 38 (1), 28.
Hauser, J. R. (1993). How Puritan Bennett used the house of quality. Sloan Management Review, 34 (3), 61-70.
Hauser, J. R., & Clausing, D. (1988), The house of quality. Harvard Business Review, 32 (5), 63-73.
Haywood-Farmer, J. (1988). A Conceptual Model of Service Quality. International Journal of Operations & Production Management, 8 (6), 19-29.
Hernon, P., Nitecki, D. A., & Altman, E. (1999). Service Quality and Customer Satisfaction: an assessment and future directions. The Journal of Academic Librarianship, 25, 1, 9-17.
Hsiao, S. W. (2002). Concurrent design method for developing a new product. International Journal of Industrial Ergonomics, 29, 41–55.

Irons, K. (1994). Managing Service Companies: Strategies for Success. Cambridge: the University Press.
Jeong, M., & Oh, H. (1998). Quality function deployment: An extended framework for service quality and customer satisfaction in the hospitality industry. International Journal of Hospitality Management, 17, 375-390.
Johnson, M. D., Anderson, E. W., & Fornell, C. (1995). Rational and adaptive performance expectations in a customer satisfaction network. Journal of Consumer Research, 21, 695-707.
King, R. (1987). Listening to the voice of the customer: using the Quality Function Deployment system. National Productivity Review.
Kolter, P. (2003). Marketing Management: Analysis, Planning Implementation and Control, 11th ed. Prentice- Hall Inc, New York.
Lewis, B. R. (1989). Customer care in service organization. Marketing Intelligence & Planning (UK), 7, (5-6), 18-22.
Lovelock, C. H., & Wright, L. (2002). Principles of Service Marketing and Management. 2nd Ed. Prentice-Hall Inc, New York.
Mels, G., Boshoff, C., & Nel, D. (1997). The Dimensions of Service Quality: The Original European Perspective Revisited. Service Industries Journal, 17 (1), 173-189.
Mizuno, S., & Akao, Y. (1978). Quality Function Deployment: A Company-wide Quality Approach (in Japanese). JUSE Press, Tokyo.
Morgan, C., & Murgatroyd, S. (1994). Total Quality management in the Public Sector: An International Perspective. Philadelphia: Open University Press, 10.
Murgatroyd, S. (1993). The house of quality: Using QFD for instructional design in distance education. The American Journal of Distance Education, 7 (2), 34–48.
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinement and Reassessment of the SERVQUAL Scale. Journal of Retailing, 67 (4), 420-450.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research, journal of marketing, 49, 41-50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64 (1), 12-40.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994). Alternative scale for measuring service quality: A comparative assessment based on psychometric and diagnostic criteria. Journal of Retailing, 70 (3), 201-230.
Pun, K. F., Chin, K. S., & Lau, H. (2000). A QFD/ hosing approach for service quality deployment: A case study. Managing Service Quality, 10 (3), 156-170.
Radharamanan, R., & Godoy, L. P. (1996). Quality function deployment as applied to a health care system. Computers & Industrial Engineering, 31 (1-2), 443-446.
Regan, W. J. (1963). The Service Revolution. Journal of Marketing, 57-62.
Rust, R. T., & Oliver, R. L. (1994). Service Quality: New Directions in Theory and Practice. Sage, London.
Sahney, S., Banwet, D. K., & Karunes, S. (2004). A SERVQUAL and QFD approach to total quality education: A student perspective. International Journal of Productivity and Performance Management, 53 (2), 143-166.
Sasser, W. E., Olsen, R. P., & Wyckoff, D. D. (1978). Management of Service Operations. Allyn and Bacon Inc., 18-21.
Schvaneveldt, S. J., Enkawa, T., & Miyakawa, M. (1991), Consumer Evaluation Perspectives of Service Quality: Evaluation Factors and Two-way Model of Quality. Total Quality Management, 2, 149-161.
Shostack, G. L. (1984). Designing services that deliver. Harvard Business Review, 62 (1), 133-139.
Sullivan, L. P. (1986). Quality Function Deployment. Quality Progress, 19 (6), 39-50.
Takeuchi, H., & Quelch, J. A. (1983). Quality is more than making a good product. Harvard Business Review, 139-145.
Temponi, C., Yen, J., & Tiao, W. A. (1999). Theory and Methodology House of quality: A fuzzy logic-based requirements analysis. European Journal of Operational Research, 117, 340-354.
Van Dyke, T. P., Kappelman, L. A., & Prybutok, V. R. (1997). Measuring Information Systems Service Quality: Concerns on the Use of the SERVQUAL Questionnaire. MIS Quarterly, 209-221.
Willian, W. J. (1963). The Service Revolution. Journal of Marketing, 57-62.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1988). Communication and Processes in the Delivery of Service Quality. journal of marketing, 52, 35-48.
Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1990). Delivering Quality Service: Balancing Customer Perceptions and Expectations. New York: The Free Press.