醫院服務品質與行銷方式對民眾就醫選擇之研究－以嘉義某區域教學醫院為例

NHUIR > College of Management > Department of Business Administration, Master/Ph.D Program in Management Sciences > Disserations and Theses(M. A. Program in Nonprofit Organization Management) > Item 987654321/21957

Please use this identifier to cite or link to this item: http://nhuir.nhu.edu.tw/handle/987654321/21957

Title:	醫院服務品質與行銷方式對民眾就醫選擇之研究－以嘉義某區域教學醫院為例
Other Titles:	The Study of Service Quality and Marketing Style of Hospitals Toward Populaces' Selection of Hospitals--A Case of Certain District Teaching Hospital in Chiayi
Authors:	張家菁 Chang, Chia-chin
Contributors:	非營利事業管理研究所傅篤誠 Duu-cheng Fuh
Keywords:	醫療服務品質;就醫選擇;顧客滿意度;醫療行銷 marketing of hospital;customer satisfaction;selection of hospital;medical service quality
Date:	2005
Issue Date:	2015-07-06 16:17:42 (UTC+8)
Abstract:	行銷（marketing）是現代企業的核心活動之一，組織為了求生存和成功，必須了解他們的市場，吸引充分的資源，並將這些資源轉換成適當的服務，因此醫院行銷為「引導醫療服務從醫院流向病患的服務活動」。行銷活動可以促使醫院了解病患的需求，可以透過分析、規劃、執行和控制等程序而完成的，醫院強調「病患導向」，以病患的需求來制定各項政策，所以行銷管理又可以成為需求管理。　　　醫療服務機構有營利與非營利性之分，營利性醫療機構構提供醫療服務給市場並由市場獲得收入，為了增加收入必須增加市場的使用，因此營利性醫療機構教會重視行銷活動。但由於醫院是以醫療、教育、研究為主要目標，所以醫院別於一般企業，不可成為「利潤導向」的營利機構，故醫院的各種推銷行為在國內是被法令限制的，雖然台灣法令對醫療的行銷廣告限制很多，但經營者仍可以務實的態度，參考醫療服務業的特性，擬定一套行銷策略。在此策略影響下，醫療機構的經營方向可更符合社會所需，而且更能應付環境的挑戰。　　　本研究的主要目的為探討1.了解病患在評估醫療服務品質時，所考慮因素的重要性。2. 探討民眾對醫療行銷推廣方式的偏好度。3.分析醫院行銷推廣方式對病患就醫選擇影響。其中重點在分析病患對於就醫服務過程中的整體感與運用適當的行銷方式受對於民眾選擇醫院的影響，故須分別從顧客滿意度面向、服務品質面向、醫療行銷面向與個案分析面向去進行探討。研究結果顯示針對服務品質方面考慮因素以「提供衛教服務及其醫療相關訊息」、「醫護人員的服務品質良好」、「有現代化的醫療設備」為前三名；偏好的行銷方式為「免費提供醫療諮詢服務」、「醫院提供義診活動」、「提供免費醫療服務專車接送」；影響就醫的行銷方式方面在滿意度、忠誠度、信任度以及影響就醫選擇的醫院行銷類型均以親戚、朋友介紹排序第一，因此顯示醫療服務所追求目標是著重於滿意病人的口碑，也是影響最長久最為深遠。　　Marketing is one of the core activities of modern enterprise. In order to survive and be successful, the organization has to understand its market and allure sufficient resources, and then transforms those resources into appropriate services.　　　The marketing of hospitals is to guide the medical service from a hospital to patients. Because of the marketing, a hospital can understand patients’ needs through analyzing, planning, administrating and controlling. A hospital emphasizes patient-oriented approach means that a hospital can administrate different policies according to patients’ needs. Therefore, marketing management can be considered as the management of needs. 　　　This research aims to discuss: 1. to understand how patients evaluate Medical Service Quality and the importance of their consideration. 2. to find out the general public’s favor of marketing in medical service. 3. to analyze how marketing in medical service influences patients’ choices of hospitals form the aspects of the satisfaction of customers, the service quality, marketing in medical service and individual cases. 　　　The research shows that supply of hygiene education and related information of medical service, good service quality of medical participants; modern medical equipments are the top three important factors. The most favorite marketing methods are free medical consultation, free medical treatment, and free transportation of medical service. The most influential factors of hospital’s marketing lie on satisfaction, loyalty and trust. The recommendation from relatives and friends take the number one place in choosing a hospital.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(M. A. Program in Nonprofit Organization Management)

Files in This Item:

File	Description	Size	Format
093NHU05698026-001.pdf		1672Kb	Adobe PDF	0	View/Open
index.html		0Kb	HTML	223	View/Open

Loading...