美容醫學近年來發展迅速，不但大幅提升人類生活水準，也成為現今的經濟顯學，且隨著美容醫學產業日趨服務化，並演變成高度競爭之情況。今日，不論是提供產品或服務，對顧客都已經不夠，還須創造顧客獨特體驗，以顧客為中心，並加入無形產品(亦即服務)之評估，對此本研究加入體驗價值以補足此缺口。故本研究旨在探討美容醫學診所的服務品質、顧客滿意度、顧客忠誠度等變項，並以體驗價值作為中介變數，來探討彼此之交互關係。本研究模型建立後發展問卷，研究範疇以五大都會區（台北市、新北市、台中市、台南市、高雄市）美容醫學診所之顧客為研究對象，再以結構方程模式進行資料分析。本研究之實證結果有助於找出美容醫學診所的服務品質與體驗價值的差異，如何影響顧客忠誠度與滿意度，並且提出有效之改善建議。
資料分析結果發現：醫療服務品質對顧客滿意度及顧客忠誠度具有正向顯著影響、醫療服務品質藉由體驗價值對於顧客滿意度以及顧客忠誠度具有正向顯著影響、顧客滿意度對於顧客忠誠度具有正向顯著關係。本研究更發現，藉由衡量消費體驗，美容醫學診所可確切掌握顧客的體驗結果，以作為改善服務之指標，由於接受醫療服務的過程中充滿許多不確定性，體驗價值扮演著重要的中介角色，會加強顧客滿意度。未來研究可進一步針對體驗價值為中介變數，進行深入探討，因體驗價值會影響顧客滿意度及顧客忠誠度，其來自服務品質之好壞，因此可針對顧客體驗後之服務項目的滿意程度來進行服務品質項目精進的優先順序。

This study aimed to investigate the relationships among service quality, customer satisfaction, customer loyalty, using experiential value as an intermediate variable. Customers not only pay for products and services, but also for experiences, especially with regard to intangible products.This study conducted a survey among customers of aesthetic medical clinics operated in five metropolitan areas of Taiwan (Taipei, New Taipei, Taichung, Tainan, and Kaohsiung). The questionnaire was designed based on the SERVQUAL scale, and the data that was obtained was then analyzed using structural equation modeling (SEM). The results show that medical service quality is positively related to customer satisfaction and customer loyalty via experiential value,and that customer satisfaction is positively related to customer loyalty via experiential value.

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