摘要
目的:调查不同类型整形医疗机构顾客特征、寻医行为特征及相关影响因素,提出顾客管理建议。方法:对公立三甲医院整形顾客74例、民营整形门诊顾客108例进行寻医行为现状调查,并于1个月后对其满意度进行追踪随访;利用检验和卡方分析进行描述性分析和比较。结果:与民营整形机构相比,公立医院整形顾客年龄明显偏大,而经济水平等其他人口学特征差异不大;两组对象整形信息的获得渠道都以网络、电视、刊物等外围媒介为主,但在具体渠道构成上有差异。两组顾客事先都有咨询公立医疗机构的经历,但本次整形决策动因和选择机构的原因有差异。顾客术后满意度分别为81%和85%,1个月后随访满意度略有提高,两组间2次满意度差异不大,但公立医院顾客更满意医院技术水平,而民营整形机构顾客更满意的是民营机构的服务态度。结论:合理引导整形顾客的整形寻医行为,公立医疗机构须加大咨询的力度,两类医疗机构都须加强顾客管理,提高顾客满意度。
Objective： Investigate the customer plastic medical searching behavior,to explore customer＇ s characteristics,decision factors and customer management strategy of different plastic medical institutions.Methods： A questionnaire survey was used in the study.74 customers of public medical institution and 108 customers of private hospital underwent an investigation,and then follow-up survey was used.T-test and chi-square analysis was applied to comparison and descriptive.Results： Except age,there is no significant demographic difference between two groups;Plastic information acquirements of two groups are Internet,television and publication.Customers have prior consultation in public medical institution,but the motive and the cause of selecting mechanisms on two groups have differences.Satisfaction of two groups is no difference,but public hospital plastic customers are more satisfied with the hospital technology,and private hospital customers more satisfied with the service attitude.Conclusions： To guide customer plastic medical searching behavior,public medical institutions must increase the strength of the consultation;two types of plastic medical institutions are required to complete customer management,and to improve customer satisfaction.
出处
《医学与社会》
2011年第8期59-61,共3页
Medicine and Society
关键词
整形医疗机构
寻医行为
顾客管理
Plastic medical institutions
Health searching behavior
Customer management
