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This study also discusses how relational benefits can be strengthened to increase customers’
share of wallet.
(2) Healthcare Service Design Planning Model for Service Innovation and Design: The Case
of Tele-Health
This paper proposes a healthcare service design planning model by integrating the
methods and practices from management studies and healthcare research. The full process
from service strategy development to outcome measurement and feedback is discussed. In
addition to examine the “what” and “how” of the healthcare service model via service
concept, the high-contact nature of healthcare service is emphasized, taking account of
patients’ demands and perceptions. The evolving doctor-patient relationship and its potential
future development are considered. Then, the integration among service systems and the
patient privacy issues are explicitly explored. This proposed model has been successfully
applied to an initiative in a Tele-Health Center of the case hospital to design its high-value-
low-cost service and business model. Such an encouraging practice sheds light on the
healthcare service innovation and design.
(3) Perceived Quality, Perceived Value, and Behavior Intention from the Perspective of
Transaction Cost
Scholars have long used the perceived quality-perceived value-behavior intention (Q-V-
B) model to examine consumers’ purchasing behavior. Most previous studies primarily
assess positive antecedents (e.g., product image) of Q-V-B model, neglecting related
negative factors (e.g., transaction cost). This study assumes that transaction cost economics
(TCE), which posits that information searching cost and moral hazard cost are the crucial
elements that influence a transaction, can compensate for the deficiency of the Q-V-B model.
Empirical data from consumers were collected and analyzed. The results indicate that
information searching cost negatively affects perceived quality, and moral hazard cost is
negatively related to perceived quality and value. Hence, the results suggest that in addition
to creating positive qualities or values, firms should pay more attention to how cost elements
influence customer decision-making. The empirical results also correspond to the actual
phenomenon of the tourism industry. Tourism service is a product with experience attributes
(Mattila, 2001).