| As the development of medical cosmetology industry matures, human’s long been imprisoned psychological adoring in the pursuit of self-perfection was released, which in turn leading to the rapid booming of Taiwan’s medical cosmetology industry. Since customers have the freedom of choosing clinical treatment, quality of medical cosmetic services and customers’ perception value have become a major consideration. Therefore, in order to attract customers, the cosmetic industry began to focus on improving the quality of service and medical treatment. Furthermore, to ensure the customers’ returning visit, we must first understand what the factors that considered important by customers at the time of diagnosis are. The overall performance can thus be promoted by adopting appropriate strategies based on the above consideration.This study investigated the quality of services, the relationship between perception value and customer loyalty in medical cosmetology. Two approaches are taken in this study:(1) the descriptive statistics analysis, and(2) inference statistical analysis. The analysis includes six categories:1. Pearson Correlation Analysis2. T-testing3. Independent single-factor variable analysis of specimen and LSD comparison4. Repeated measuring single-factor variable analysis and LSD comparison5. Structural equation modeling6. Path analysisThe method of statistical analysis is as following:This research focuses on the service of medical cosmetology in Taiwan. The nursery personnel helped collecting questionnaire distributed to the patients in hospitals and clinics. The questionnaire was issued during January 01 to July 31, 2015, in a period of 7 months. A total of 400 questionnaire are released(Northern Region: 150 copies, Central Region: 100 copies, Southern Region: 100 copies and Eastern Region: 50 copies). Subtracting 68 copies unrecovered, 332 copies are effective questionnaire. The recovering rate is 83%. The questionnaire are distributed geographically in 4 regions according to the classification of Ministry of Communication as:(1) Northern Region: New Taipei City, Taipei City, Keelung City, Taoyuan County, Shinchu County and Miaoli County;(2) Central Region: Taichung City, Changhua County, Nantou County and Yunlin County;(3) Southern Region: Chiayi City and County, Tainan City, Kaohsiung City, Pingtung County and Penhu County;(4) Eastern Region: Ilan County, Hualian County and Taitung County.This study investigated the quality of services, the relationship between perception value and customer loyalty in medical cosmetology. The methods of the research are divided into "hypothesis testing" and "pathways mode". The researchers found that:(A) Hypothesis 1: Variables in background cause a significant difference on the results in service quality, perception value and loyalty.H1-1 Gender: Female is more influential than male in medical cosmetology loyalty.H1-2 Age: The age of the majority of customers of medical cosmetology industry falls between 31 and 50.H1-3 Work: The largest group of customers are those who have jobs.H1-4 Education: Clients of graduate school(and higher) level have higher perception value relative to those of college(and below) level.H1-5 Revenue: Customers with monthly income more than 40,000 NT concern more on the quality of medical cosmetology services. They have a high degree of loyalty toward high-quality, high price products.H1-6 Location for medical treatment: Customers mostly choose clinic to do the treatment. They have consensus point of view regarding to service value.H1-7 Revisit: Customers respond more to the coming back to the same clinic rather than their first visit or referrals. Customers are willing to revisit the same clinic because they have confidence in the clinic after the first visit. They feel pleased for what they got by what they paid and have a better chance of revisit the clinic.H1-8 Object of Treatment: The purpose of customer to visit a clinic is for "the treatment of disease," They will focus on the physician’s proficiency or looking for famous doctors.. Therefore, finding a physician who can do cosmetology is their first consideration.H1-9 Waiting time variables: Clients think that a waiting time of 10 minutes or less is satisfactory. The length of waiting time is irrelevant to neither perception value have customer loyalty.(B) Hypothesis 2: Quality of medical cosmetology service has a positive impact on the perception value.Customer perception value is evaluated by the clients who visited clinics of medical cosmetology. Negative feelings results in negative feedback, which yields a low rating in evaluation. On the contrary, positive evaluation will indicate that the service worth the price. Service quality will positively affect the perception value, in consistent with this hypothesis.(C) Hypothesis 3: In medical cosmetology, perception value has a positive impact customer loyalty.When customers purchase products, not only they pay attention to the value of products, they also pay more attention to the added value of the products. Customers’ perception value for medical cosmetology has an intimate relationship with their loyalty. High perception value implies a high degree of repurchase intention, thus reflects customers’ loyalty to the institution that serves them. This is consistent with our hypothesis.(D) Hypothesis 4: Service quality has a positive impact on customer loyalty.Service quality is closely related to customers’ feeling. If customers are not satisfied during the process of their visit, it will affect their attitude toward the willingness of revisit, even result in the ending of bilateral cooperation relations. A customer’s revisit to the same medical cosmetic clinic indicates a high degree of customer’s loyalty. Research results showed that customers’ psychological approval on medical quality stands for their high emotional loyalty and they are willing to conduct a re-diagnosis. This is consistent with our hypothesis.(E) Hypothesis 5: A correlation exists among service quality, perception value and customer loyalty.Solid evidence indicates that the quality of service has a positive correlation with the perception value. The quality of service has a positive correlation with customer loyalty. Customer loyalty has a positive correlation with perception value. Service quality, perception value and customer loyalty are inter-correlated, which is consistent with our hypothesis."Medical cosmetology structure" and "interaction" are the two aspects that are considered most essential for service quality. Clients think that "service value" and "price relationship" are crucial for perception value, indicating that consumers concern more on the feeling when they spend money. "Recommended behavior" gets the highest score on customer loyalty. |
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