THE DETERMINANTS OF VETERINARY HOSPITAL SERVICES: PET OWNER SATISFIERS AND DISSATISFIERS IN A TAIWANESE CONTEXT

摘要

This study investigates the determinants of veterinary hospital services from pet owners in aTaiwanese context. While Taiwanese vets have technical training but limited understandingof marketing and service concepts, there is a doubt over the services they provide. UsingNvivo for data analysis, 249 incidents were revealed and categorized into 13 determinantswith 36 sub-determinants of (dis)satisfaction. The findings contribute to both academicresearchers and business practitioners dealing with veterinary hospitals’ consumer behaviorin Taiwan. The study is mainly limited by its small number and unbalanced gender ofresearch participants.