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題名：建構台灣觀光醫療服務品質指標與改善策略之研究
作者：戴依
作者(外文)：TAI-YI
校院名稱：中華大學
系所名稱：科技管理博士學位學程
指導教授：賀力行
學位類別：博士
出版日期：2014
主題關鍵詞：觀光醫療；類神經網路；馬式距離；缺口分析；專家訪談；服務品質；Medical Tourism；SERVQUAL；Neural Network Analysis；Mahalanobis Distance；Gap Analysis；Expert Interviews
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觀光醫療為目前全球快速發展的產業之一，由於投資觀光醫療服務會帶來貿易平衡與增加國民生產毛額(GDP)，以及促進觀光的發展，許多國家正在規劃相關法令與實體運作的機制來爭取市場。隨著觀光醫療的蓬勃發展，該產業的服務品質便成為國際競爭優勢的主要來源，可是過去觀光醫療的研究著重於醫藥、技術、經濟、行銷與供需的關係作為研究主題，以及觀光醫療選址模式之建構，對於觀光醫療服務品質的研究幾無探討，因此本研究的目的在建立觀光醫療產業的服務品質指標與績效分析，提供觀光醫療產業作為持續改善的方向與依據。
本研究透過文獻探討歸納出觀光醫療服務品質指標，再以專家訪談的方法訪問八位專家，受訪者分別為學者、政府單位、旅遊業者以及醫療機構的專家，經深度訪談後建構觀光醫療5個服務品質構面與31項指標。為了瞭解觀光醫療的服務品質績效，本研究以建構的服務品質指標進行消費者問卷調查，調查對象為觀光醫療的消費者，問卷於2013年3月至2013年6月發放與回收，依台灣各地區觀光醫療業者家數之比例作隨機抽樣，實際發放200份問卷，有效問卷為66.5%。本研究透過類神經網路與馬式距離的模式進行服務品質績效分析，發展觀光醫療產業服務品質的改善方向與優先順序，提供台灣產官學界推動觀光醫療的決策參考。
關鍵字：觀光醫療、服務品質、類神經網路、馬式距離、缺口分析、專家訪談
Medical tourism industy is one of the current rapid development of the industries in the world, because of investment in between international medical service will take the future a balance of trade, and increase the Gross Domestic Product (GDP), and promoting the development of tourism, many countries is being planning related laws and the functioning of the entities mechanisms to strive for markets. With medical tourism booming, the quality of services provided by the industry, become the main source of international competitive advantage. Past medical tourism studies are focused on is that as a research topic in medicine, technology, economics, marketing, and supply and demand relationship, and medical tourism site model constructed for less tourism medical service quality. Therefore, this study will be preliminary information gathered by literature review related to quality of service refers to the heading, through depth interviews, expected by experts, government agencies, and industry of medical tourism the point of view to be constructed 31 medical tourism service quality indicators, and thus provide the basis for future medical tourism industry as a performance evaluation and continuous improvement.
The study developed performance evaluation model by combining SERVQUAL、BPNN and Mahalanobis distance to evaluate the performance of medical tourism industry. Through the performance evaluation model, we got some improvment directions from the courrent performance of medical tourism industry for continuous improvements, and promoting it's international competitive advantagies.
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