Development of Customer Value

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Development of Customer Value Model for Healthcare Services

Development of Customer Value Model for Healthcare Services

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Wan-I Lee1 and Bih-Yaw Shih2 Department of Marketing and Distribution Management, National Kaohsiung First, University of Science and Technology, Taiwan, ROC, wile@ccms.nkfust.edu.tw 2 Department of Computer Science, National PingTung University of Education, Taiwan, ROC, Byshih@mail.npue.edu.tw construct a dynamic attribute value model for healthcare service is important. Yet, there is a dearth of research into the process by which practitioners identify customer’s values of healthcare institutes. The purpose of the research is to develop a customer value model which provides insight into the customer’s value for healthcare institute managers. 2. Literature Review Customer value Hilliard (1950) defined customer value as an interactive relativistic preference experience which refers to the evaluation of some objective by some customers. The objectives include any product, a service, a manufactured good, and a social cause and so on. Holbrook (1996) defined three key dimensions of consumer value: self-oriented, reactive and extrinsic. However, Oliver (1996) pointed out that Holbrook did not mentioned satisfaction in the typology and he noted six presentations of satisfaction and value. Oliver (1997) reported that quality is an important input issue to satisfaction through the comparison of performance to valued standards. Qualities enhance satisfaction and value, which provides additional satisfaction, the satisfaction deriving from quality and then from value as shown in Figure 1.

Abstract The economic and the living standard have been improved dramatically in Taiwan over the last decade. People become more health conscious and demand for high quality healthcare service consequentially. Due to the conduction of National Health Insurance and its improved policy of insurance payment, competition of healthcare service becomes...