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| 題名: | 醫院服務行銷對內外部顧客與經營績效之影響 |
| 其他題名: | The Influence of Hospital Service Marketing on Both Internal/External Customers and Business Performance |
| 作者: | 陳券彪, 陳桂英
Chen, Chuan-Biau;Chen, Kuei-Ying |
| 貢獻者: | 南華大學企業管理學系;台中榮總嘉義分院
Department of Business Administration, Nanhua University;Chiayi Branch, Taichung Veterans General Hospital |
| 關鍵詞: | 醫療服務行銷;醫病關係;醫院形象;經營績效
hospital service marketing;doctor patient relationship;hospital image;business |
| 日期: | 2017-06-01 |
| 上傳時間: | 2017-08-16 11:08:40 (UTC+8) |
| 出版者: | 南華大學旅遊管理學系;台灣慢遊協會 |
| 摘要: | 隨著科技進步、網際網路發達與消費者意識抬頭，消費者對醫療品質之要求日益提昇，近年來醫療糾紛事件頻傳，使得醫院營運的風險逐漸增加，其經營及生存更受到重大的考驗。醫院若要有良好的經營績效，除擁有良好的設備與醫護人員外，更需要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。尤其是在競爭激烈的經營環境中該如何藉由服務行銷增進員工對組織的認同感、改善醫病關係進而提昇醫院形象與經營績效，此乃是醫院經營者非常關注的焦點，同時也是本文主要探討的重點。本文擬從服務行銷的觀點探討醫院服務行銷對內外部顧客、醫病關係、醫院形象與經營績效之影響，並以台中地區、嘉義地區及台南地區之某公立醫院的內、外部顧客為研究對象，透過問卷調查蒐集相關資訊，經實證性分析獲得一些具體的成果：1.服務行銷策略中對顧客滿意度及醫院評價較有影響力的依序為顧客導向服務、諮詢服務、紓緩等候與關懷策略。2.醫院服務行銷不但會影響內部顧客主動服務之意願與改善醫病關係，更可提昇醫院形象及經營績效。
Along with the improvement of technology, the popularity of network, the growth of consumers’ consciousness and the raise of knowledge level, requirementof medical information and medical quality have been increasing day by day. To keep better managing achievement, hospitals not only need to have fine equipments and medical staff, but also have to make benign mutual communication with the masses, inner staff, patients and their family members through an effective service marketing communication strategy, which is the main concern of the hospital management to strengthen staffs’ coherence to hospital, to improve doctor-patient relationship, and to promote 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 the influence of hospital service marketing on the doctor-patient relationship, hospital image, staff cohesion and management effectiveness.This study will mainly focus on several public medical centers in Taichung, Chia-yi and Tainan, and take itsinternal and clinic customers as samples through questionnaires to make essence research in reality. The results are the followings: 1. Customer-oriented services, advisory services to ease the waiting pressure and care strategy are the top three most influential strategies on customer satisfaction and hospital evaluation among all service marketing strategies. 2.Hospital service marketing will not only affect the willingness of internal customers to actively serve and improve the doctor-patient relationship, but also enhance the hospital image and business performance. |
| 關聯: | 環境與管理研究
18卷1期 |
| 顯示於類別: | [本校期刊] 環境與管理研究
[旅遊管理學系(旅遊管理碩士班)] 環境與管理研究
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