研究背景與目的：
現代產婦對產後保健日益重視，產婦已開始注重做月子的場所。然顧客在接受產後護理照護時，除核心照護服務外，其過程亦感受到許多不同形式的體驗。本研究運用Schmitt(1999)之策略體驗模組，探討產後婦女入住產後護理之家的過程中，所產生服務體驗對顧客關係品質及忠誠度之影響。
研究方法：
本研究針對南部某區域醫院附設產後護理之家顧客進行問卷發放，共發放154份問卷，有效樣本140份，有效回收率為91%，而後針對問卷資料進行描述性分析、相關分析、驗證性因素分析、t檢定、單因子變異數分析與階層迴歸分析，以實證本研究所提列之假設。
研究結果：
研究發現情感體驗為顧客認知程度最高且為最重視之體驗；經過t檢定及單因子變異數分析後，發現不同年齡之照護人員關係品質有顯著。階層迴歸分析結果則發現情感體驗認知會對照護人員、產後護理之家之關係品質及顧客忠誠度造成顯著正向影響；感官體驗認知則會對產後護理之家關係品質造成顯著正向影響。
結論與建議：
本研究發現，感官與情感體驗認知皆為顧客關係品質與顧客忠誠度之激勵因子，因此建議未來產後護理之家將資源投入在提升顧客之感官與情感體驗上，尤其是針對負向體驗缺口較大的題項更須積極改善，以強化顧客關係品質及顧客忠誠度。 Background and purpose:
Recently, pregnant women has paid much importance to postpartum cares and carefully selected the postpartum care center. During the process of postpartum cares, they can not only obtain the core services but also get different forms of experiences. Therefore, this study adopts the Strategic Experiential Modules provided by Schmitt (1999) to explore the influences of different experiences on the customer relationship quality and loyalty to healthcare providers in the process of postpartum care.
Methodology:
The study selected customers of a postnatal care center which affiliated with a regional teaching hospital in South Taiwan as samples and adopted questionnaire survey method to collect data. There are t140 valid questionnaires in total and the valid response rate is 91%. After testing the reliability and validity of research data, we used descriptive analysis, correlation analysis, One-way ANOVA, confirmatory factor analysis, t-test and hierarchical regression to analyze it.
Result:
Results of this study found that the highest perception of experience or the most important experience is feel experience. After the t-test , One-way ANOVA, and hierarchical regression analysis, study found that relationship quality varied with different levels of ages. Hierarchical regression analysis indicated that perception of feel experience has the significantly positive influence on relationship quality, relationship quality and customer loyalty. Perception of sense experience only has the significantly positive effects on customer-center relationship quality .
Conclusions and recommendations:
This study showed that perception of sense experience and feel experience both were the “motivate factors” which would enhance customer relationship quality and customer loyalty. Therefore, we suggest that postpartum care center could devote resources to enhance the the sense and feel experiences of cusomters. and the bigger negative-gap items should be aggressively improved first.
