公立醫院服務行銷、醫病關係與醫院形象之研究

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Title:	公立醫院服務行銷、醫病關係與醫院形象之研究
Other Titles:	A STUDY OF SERVICE MARKETING, DOCTOR-PATIENT RELATIONSHIP AND HOSPITAL IMAGE IN PUBLIC HOSPITALS
Authors:	陳桂英 Chen, Kuei-ying
Contributors:	管理科學研究所陳券彪 Chuan-biau Chen
Keywords:	醫院服務行銷;醫病關係;醫院形象 hospital image;hospital service marketing;doctor-patient relationship
Date:	2007
Issue Date:	2015-08-07 14:54:31 (UTC+8)
Abstract:	隨著科技進步、網路暢通、消費者意識抬頭以及民眾知識水準提高，民眾對醫療資訊之需求與對醫療品質之要求日益提昇。醫院若要有良好的經營績效，除有良好的設備與醫護人員外，更需要藉由有效的服務行銷溝通策略與社會民眾、醫院內部人員、病患及家屬等做良性的互動，才能強化員工對組織的認同感、改善醫病關係、提昇醫院形象與進而提昇經營績效。　　　在競爭激烈的經營環境下，如何提昇醫院競爭力是醫院經營者非常關注之焦點。因此，本文擬從服務行銷的觀點探討醫院服務行銷，醫病關係與醫院形象之相關問題。並以台中地區、嘉義地區及台南地區之某公立醫院內、外部顧客為研究對象，透過問卷調查做實證性研究。本研究之研究結果主要有下列五項：　1.民眾對醫院服務行銷策略之重視度依序為：（1）關懷性策略（2）服務性策略（3）諮詢性策略及（4）熱誠性策略。　2.民眾對醫院服務行銷推廣方式之偏好前六項依序為：（1）提供免費醫療服務專車接送（2）提供免費醫療諮詢服務（3）提供義診活動（4）設置病患抱怨專線及意見箱（5）主動寄送的門診時間表及（6）提供衛生與教育之醫療教學活動。　3.對醫病之關係較具有影響力之醫院服務行銷策略依序為：（1）醫師及護理人員對「出院病人病況追蹤」、（2）急診、護理站「免費提供輪椅借用服務」及（3）社工單位「設置義工、志工、協助病患及家屬」。　4.影響顧客對醫院形象之評價的關鍵因素依序為：（1）停車方便性（2）醫師的名望聲譽（3）醫療人員的服務態度（4）醫療水準與（5）醫療儀器設備。　5.醫院內部行銷對員工之影響，其中在員工主動服務之意願影響最大。　　Along with the improvements of technology, the popularity of network, the growth of consumers’ consciousness and the raise of knowledge level; requirements of medical information and medical quality have been increasing day by day. To keep better managing achievements, hospitals not only need to have fine equipments and medical staffs, but also have to make benign mutual communication to the masses, inner staffs, patients and their family members through an effective service marketing communicating strategy. Herewith, it is able to strengthen staffs’ coherence to hospital, to improve doctor-patient relationship, and to promoted hospital image and managing achievements.　　　Under the great competitive managing surroundings, the issue of how to increase competitiveness has become the focus of hospital managers. Hence, this text plans to study hospital service marketing, doctor-patient relationship, and hospital image from the viewpoint of service marketing. This study will mainly focus on several public district medical centers in Taichung, Chia-yi and Tainan, and take its discharge and clinic customers as research target through questionnaires to make essence research in reality. The five essential results of this research are the followings：　1.The extent of public emphasis to hospital service marketing strategy are as following：(1) Solicitous strategy. (2) Serviceable strategy. (3) Consulting strategy. (4) Enthusiastic strategy.　2.The people likes to promote the hospital service market strategy yield to the following six orders：(1) Provide a free car delivering medical service. (2) Provide a free service for medical consultation. (3) Provide a voluntary medical activity. (4) Set up a special telephone line for complaint and suggestion box. (5) Actively send a outpatient service time table by mail . (6) Provide a sanitary and educational medical teaching activity.　3.The affecting factors of doctor-patient relationship to hospital service marketing are as following：(1) The doctor and nursing staffs shall follow the trace of patient’s condition. (2) Emergency treatment, nursing station shall provide free wheel chair loaning service, and (3) Social unit shall set up social workers, volunteers to help patients and their family members.　4.The key factors affecting customers’ appraisal to hospital image are as following：(1) For the convenience of parking lots. (2) Doctor’s good reputation. (3)Medical staff’s service manners. (4) Medical appraisal. (5) Medical equipments and apparatus.　5.The effect of interior marketing to hospital staffs yielded to the following order：Among all, it is obvious that the interior marketing affects the most to the will of hospital active service.
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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