醫院之服務品質與行銷推廣對民眾就醫選擇之影響

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Title:	醫院之服務品質與行銷推廣對民眾就醫選擇之影響
Other Titles:	THE EFFECTS OF SERVICE QUALITY AND PROMOTION OF HOSPITALSTOWARD POPULACES' SELECTION OF HOSPITALS
Authors:	高碧連 Kao, Pi-lien
Contributors:	管理科學研究所陳券彪 Chuan-biau Chen
Keywords:	就醫選擇;服務品質;顧客滿意度;行銷推廣 Customer Satisfaction;Service Quality
Date:	2004
Issue Date:	2015-07-02 15:08:24 (UTC+8)
Abstract:	近年來醫院的經營競爭愈來愈激烈，醫院的經營往往面臨了許多的困難與挑戰，經營者往往又在思考，如何透過行銷推廣或服務品質的提昇，以加強其競爭力，此乃是經營者非常關切的焦點議題。因此本文針對醫院行銷推廣方式與醫院服務品質對民眾做實證之分析。根據研究調查的結果，本研究獲得下列五項之具體的結果:　1、影響民眾就醫選擇之關鍵因素依序為：(1)醫師的醫術、專業知識、醫德與看診的態度、(2)醫療療程與醫療效果、(3)護理人員的服務態度與專業素養。　2、民眾對醫院行銷推廣方式之偏好度依序為：(1)免費提供醫療諮詢服務、(2)親戚、朋友的介紹方式、(3)醫院義診活動、醫院主動寄送之門診時間表。　3、不同之年齡、教育程度與平均月收入之民眾對醫院服務品質各構面（關懷性、有形性、保證性、反應性、可靠性）之看法，均達極顯著性差異水準。不同職業之民眾對醫院服務品質構面（關懷性、保證性、反應性）之看法，均具有顯著性差異。且在不同的婚姻狀況之民眾對醫院服務品質構面中之有形性與反應性之看法，具有顯著性差異存在。　4、對影響民眾就醫選擇較具影響力之行銷推廣方式依序為：免費提供醫療諮詢服務、親戚、朋友的介紹方式、醫院義診活動、醫院主動郵寄之門診時間表、電視報導醫院的相關訊息的方式。　5、會增加民眾對醫院的忠誠度較具影響力之行銷推廣方式依序為：親戚、朋友介紹、電視報導、免費提供醫療諮詢服務、義診活動、療簡訊與醫療刊物。　　Hospital managements face more and more competitions and many of them always face lots of difficulties and the challenges in recent years. Therefore, decision makers always think of how to promote and upgrade their servicequality in order to strengthen their competence ability and this is the key topic that is concerned by the decision makers. This research has been done tostudy the hospital service quality & hospital promotion by choosing the public population. The results shown five important findings as follow:　1. The key factors that hospital service quality effect to the public hospitalselection in descending order (1). doctors medical skill and expertiseknowledge, doctor’s medical ethics and examination attitude,(2).the treatment course and its effectiveness,(3). the service attitude and the expertise knowledge of nursing staffs. 2. The public accept the type of the hospital marketing promotion in descending orders(1). free medical consultation service, (2). introduction of friends and relatives, (3). free medical trip activities and hospital automatically send out outpatient service timetable.　3. Public with different background will take hospital service quality differently : different ages, status of education and average income will have different views of hospital service quality ( concern, in practical form, assurance, reactivity, reliability), all of them have significant difference. Different occupations with different views of hospital service quality ( concern, in practical form, assurance, reactivity, reliability) , all of them once again have significant difference. But in view of domain ( in practical form, reliability) have high significant difference. Different marriage status with different views of hospital service quality ( in practical form) have significant difference and in domain (reactivity ) have high significant difference.　4. The method of hospital marketing promotion that effect the public in descending orders: 1. free medical consultation service, introduction of friends and relatives, free medical trip activities , hospital automatically send out outpatient service timetable, related news and reports through mass media.　5. The method of hospital marketing promotion that effect the publicity loyalty in descending orders: introduction of friends and relatives, related news and reports through mass media, free medical consultation service, free medical trip activities , short reports and medical magazines.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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