民俗調理從業人員專業能力認知、服務品質與顧客滿意度之研究

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题名:	民俗調理從業人員專業能力認知、服務品質與顧客滿意度之研究
其它题名:	A Study on the Professional Competence, Service Quality, and Customer Satisfaction of Folk Remedy Practitioners
作者:	賴權厚 LAI, CHUAN HOU
贡献者:	黃純真 HUANG, CHUN-CHEN 經營管理學系碩士在職專班
关键词:	民俗調理;專業能力認知;服務品質;顧客滿意度 Traditional Therapy;Professional Competence Perception;Service Quality;Customer Satisfaction
日期:	2023
上传时间:	2023-11-22 02:10:00 (UTC+0)
摘要:	隨著運動人口增加，以及現代人工作繁忙，高齡化人口也逐年上升，當肌肉無法支應日常活動和工作，就會常常感到疲勞與疼痛。此時，一般人多會尋求物理治療或民俗調理，兩者最大的差異在於──物理治療屬醫療行為，須取得相關證照及執業許可；民俗調理則不可強調療效，故以保健為主。其中，民俗調理業在現今愈發受到重視，從近年政府及民間團體相繼推動健康養生民俗調理產業可以得知。本研究旨在探討民俗調理從業人員的專業能力、服務品質，以及顧客滿意度的相關聯性。以線上問卷方式，從三個從業人員專業能力構面，瞭解曾接受過此類服務的顧客角度，調查其同意和重視程度，再分析其與五大服務品質構面及顧客滿意度是否相關，進而協助民俗調理業往正向長遠方向發展。本研究結果顯示，從業人員的專業能力正向影響服務品質及顧客滿意度，服務品質正向影響顧客滿意度，本研究的假說皆成立。最後，本研究根據分析結果，提出對民俗調理業、民俗調理業從業人員，以及後續研究的建議參考，期待業者能創造更多的社會服務價值。 As more people participate in physical activities and individuals lead busy work lives, the aging population continues to grow annually. When muscles can no longer support daily activities and work, fatigue and pain commonly arise. In such situations, individuals often seek either physical therapy or traditional folk remedies. The main distinction between the two approaches is that physical therapy is a medically regulated practice that necessitates appropriate licenses and permits, whereas traditional folk remedies primarily concentrate on health maintenance and do not prioritize treatment efficacy.The traditional folk remedy industry has gained attention as the government and private organizations promote the health and wellness sector. This study examines the correlation between practitioner competence, service quality, and customer satisfaction. Through an online questionnaire survey of customers who have received these services, we assess their agreement and importance regarding three dimensions of practitioner competence. We then analyze the relationship between these dimensions, service quality, and customer satisfaction to support the industry's positive and long-term development. The research confirms that practitioner competence positively impacts service quality and customer satisfaction, while service quality positively influences customer satisfaction, validating all study hypotheses.The study findings demonstrate that practitioners' professional competence positively impacts service quality and customer satisfaction, while service quality has a positive effect on customer satisfaction. All hypotheses have been supported. Based on the analysis results, recommendations are provided for the traditional folk remedy industry, practitioners, and future research. It is anticipated that industry professionals will enhance their ability to deliver greater social service value.
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