應用 Kano Model 與 IPA 探討高階健康檢查之
服務品質：以某醫學中心為例
研究生：連思婷 指導教授：吳建瑋 博士
國立清華大學工業工程與工程管理研究所在職專班
摘要
隨著全球預防醫學觀念的興起，以及國人健康意識的逐步提升，高階健康檢查已成為醫療機構重要的自費服務發展項目之一。相較於傳統健康檢查，高階健康檢查強調高精密度的影像檢查與個人化健康管理建議，不僅有助於疾病的早期發現與預防，更能提供顧客全方位的健康照護體驗，進而提升整體顧客滿意度與醫療機構的市場競爭力。然而，服務品質作為醫療機構永續經營的關鍵，如何掌握顧客對於高階健康檢查的期待與感知，辨識亟需優先改善或強化的服務屬性，已成為現階段健康檢查中心所面臨的關鍵挑戰。
本研究以某醫學中心為案例，針對高階健康檢查服務，運用魅力品質模式（Kano Model）結合重要性-表現程度分析法（Importance-Performance Analysis, IPA），以服務品質 SERVQUAL 量表的五大構面（有形性、可靠性、反應性、保證性與關懷性）作為問卷設計依據透過 Kano Model 之正反向題組設計，探討現有與潛在顧客對各項服務內容的感受與認知，歸納其需求層次與品質屬性分類，再利用「增加滿意係數」及「消除不滿意係數」兩項指標繪製四象限圖，以進一步瞭解優先改善項目。此外，亦針對不同背景變數（性別、年齡、教育程度、職業別、家庭年收入、居住地區、參加高階健檢原因、健康檢查頻率及預算額度）進行交叉分析，探討各族群間之差異性。再者，結合 IPA 方法評估現有顧客對各項服務品質的認知重要度及滿意度進行分析，並結合 Kano Model 屬性歸類與 IPA 分析，將需優先改善之服務項目排序並提供改善建議，作為醫療單位或是高階健檢中心部門進行策略規劃之參考，期能使服務品質更貼合顧客的期待及需求。
關鍵字：高階健康檢查、服務品質、魅力品質模式、重要性-表現程度分析法、增加滿意係數、消除不滿意係數

Exploring Service Quality in Advanced Health Examinations through Kano Model and Importance-Performance Analysis: A Case Study of a Medical Center
Student: Szu-Ting Lien Advisor: Dr. Chien-Wei Wu
Department of Industrial Engineering and Engineering Management
National Tsing Hua University
Abstract
With the global rise in preventive medicine and the increasing awareness of personal health among the Taiwanese population, advanced health examinations have become a key self-funded service development initiative for medical institutions. Compared to traditional health checkups, advanced health examinations emphasize high-precision imaging diagnostics and personalized health management recommendations. These services not only facilitate the early detection and prevention of diseases but also provide customers with a comprehensive healthcare experience, thereby enhancing overall customer satisfaction and strengthening the competitive advantage of healthcare institutions.
Nevertheless, as service quality is a critical factor for the sustainable development of healthcare organizations, understanding customer expectations and perceptions toward advanced health examinations and identifying service attributes that require immediate improvement or reinforcement has become a major challenge currently faced by health examination centers.
This study takes a medical center as a case study and applies the Kano Model in conjunction with Importance-Performance Analysis（IPA）to evaluate service quality in advanced health examinations. The questionnaire is constructed based on the five SERVQUAL dimensions tangibles, reliability, responsiveness, assurance, and empathy. Through the dual-question format of the Kano Model, this research investigates the perceptions and experiences of both current and potential customers regarding various service components, categorizes their levels of need, and classifies the corresponding quality attributes. Subsequently, the study utilizes two key indices the Satisfaction Increment Index（SII）and the Dissatisfaction Decrement Index（DDI）to construct a four-quadrant matrix for identifying priority areas for service enhancement.
Furthermore, cross-analyses are performed based on different demographic variables（including gender, age, education level, occupation, household income, residential region, reasons for undergoing advanced health checkups, frequency of health checkups, and budget allocation）to explore variations among distinct customer segments. Additionally, the IPA method is used to assess the perceived importance and satisfaction levels of current customers regarding individual service attributes. By integrating the results of Kano Model attribute classification and IPA analysis, this study ranks the service items that require immediate improvement and proposes actionable recommendations. These findings serve as a reference for healthcare organizations or advanced health examination centers in their strategic planning, with the goal of aligning service quality more closely with customer expectations and needs.

Keywords: Advanced Health Examination, Service Quality, Kano Model, Importance-Performance Analysis, Satisfaction Increment Index, Dissatisfaction Decrement Index