Volume 29, Issue 5, 2020
DOI: 10.24205/03276716.2020.1064
Study on Customer Satisfaction Model of Service Innovation: Using National Health Insurance Administration in Taiwan as an Example
Abstract
In recent years, public sector advocates customer-oriented service. The public is the direct subject of public service. Their satisfaction with service represents the outcome of customer-oriented service. Thus, in order to explore performance of Service Innovation of local card issue practiced by National Health Insurance Administration for the public who applies for health insurance cards in Taiwan, this study follows American Customer Satisfaction model and scholars’ suggestions as criteria of Customer Satisfaction model to measure public sector. After retrieving 285 valid questionnaires, it tests hypothesis model and compares the results by CB-SEM and PLS-SEM of structural equation modeling. According to research findings, “Customer Expectations†positively and directly influence “Perceived Qualityâ€, “Customer Satisfaction†and “Customer Complaintâ€. “Perceived Quality†positively and directly influences “Customer Satisfaction†and “Citizen Trustâ€. “Customer Satisfaction†positively and directly influences “Customer Complaint†and “Citizen Trustâ€. Finally, “Customer Complaint†positively and directly influences “Citizen Trustâ€. In addition, based on the research result, “Customer Complaint†matches TCSI proposed by scholars. Customer complaint changes from outcome of Customer Satisfaction into factor of Perceived Quality. As to comparison of two measures of structural equation modeling, only the dimension with low effect on customer complaint does not match the result of the previous studies. Findings of this study aim to serve as reference for future research upon structural equation modeling and reference to measure public satisfaction of public sector in Taiwan.
Keywords
Customer Satisfaction model, public sector, CB-SEM, PLS-SEM