【正文】 山西醫(yī)科大學 碩士學位論文 綜合醫(yī)院顧客忠誠影響因素研究 —以山西省 T醫(yī)院為例 姓名：岳海玉 申請學位級別：碩士 專業(yè)：社會醫(yī)學與衛(wèi)生事業(yè)管理 指導教師：商廣喜 20220603 山西醫(yī)科大學碩士學位論文 綜合醫(yī)院顧客忠誠影響因素研究 —以山西省 T 醫(yī)院為例 摘 要 研究目的 本研究旨在構建符合醫(yī)療服務特點的醫(yī)院顧客忠誠影響因素模型，借助理論和實證研 究，分析影響醫(yī)院顧客忠誠的因素，探索培養(yǎng)醫(yī)院顧客忠誠的途徑，為改善醫(yī)院服務質(zhì)量， 提高醫(yī)院市場競爭力提供決策依據(jù)。 研究對象 問卷調(diào)查對象：山西省某三甲醫(yī)院（ T 醫(yī)院）門診部和住院部顧客 訪談對象：醫(yī)院管理者、一線醫(yī)務人員、醫(yī)院部分顧客 研究方法 應用文獻分析法、訪談法等，構建符合醫(yī)療服務特點的醫(yī)院顧客忠誠影響因素模型， 完成調(diào)查問卷的設計，運用 和 Smart 軟件對相關數(shù)據(jù)進行分析處理。 研究結果 1. 根據(jù)文獻研究和訪談法 ，構建了符合醫(yī)療服務特點 的醫(yī)院顧客忠誠影響因素理論 模型 ，并形成了 具有較高信度和效度的調(diào)查問卷 ，可以為同類醫(yī)院開展類似研究提供 一定參考。 2. 運用 PLS 結構方程模型對收集的數(shù)據(jù)進行統(tǒng)計分析后可知，顧客價值、顧客滿意等 因素與顧客忠誠之間以及各影響因素之間的路徑系數(shù) ，均具有統(tǒng)計學意義 。顧客 價值對顧客忠誠存在直接效應 ，同時又通過顧客滿意和顧客抱怨對其產(chǎn)生間接效 應，直接效應大小為 ，間接效應大小為 ；顧客滿意對顧客忠誠也是既 存在著直接效應，又通過顧客抱怨對其產(chǎn)生一定的間接 效應，效應大小分別 為 和 ；而其余三個因素 ，關系信任 、轉(zhuǎn)換障礙 、顧客抱怨對顧客忠誠僅 存在著直接效應，分別為 、 和 。 I 山西醫(yī)科大學碩士學位論文 3. 統(tǒng)計分析還表明各潛變量與其觀測變量之間的載荷也均具有統(tǒng)計學意義 。在各潛 變量中載荷值最大觀測變量分別為 ：治療效果 、總體滿意 、醫(yī)院知名度 、技術替 代性 、直接抱怨 、重復購買可能性 ，載荷值依次為 、 、 、 、 、 。 研究結論 本次研究既從理論上對醫(yī)院顧客忠誠的影響因素進行了歸納總結，又通過實證研究驗 證了各影響因素與顧客忠誠之間及各因素之間的關系假設，同時對各影響因素對顧客忠誠 的影響大小進行了測算，其中，顧客價值對顧客忠誠的影響最大，其次是顧客滿意、轉(zhuǎn)換 障礙、關系信任、顧客抱怨，需要指出的是顧客抱怨對顧客忠誠的影響是負向的。通過分 析各觀測變量與其對應潛變量之 間的相關性，得到治療效果、總體滿意、醫(yī)院知名度等六 個具體因素與各潛變量關系較大。 建 議 根據(jù) T 醫(yī)院的實際情況和結構方程的分析結果，認為醫(yī)院應不斷提高醫(yī)療質(zhì)量和服務 質(zhì)量，努力做到診斷準確及時，服務熱情周到，以精湛的醫(yī)療技術和優(yōu)質(zhì)的服務水平贏得 顧客忠誠。注重醫(yī)療服務的各個環(huán)節(jié)，進行顧客期望管理，進一步提高顧客忠誠。加強顧 客抱怨管理和客戶關系管理，并構建適宜的轉(zhuǎn)換障礙，吸引和留住顧客。 繼續(xù)開展本研究的設想 1 ．引入醫(yī)院經(jīng)營管理中的實際數(shù)據(jù)作為變量指標，從實際效用方面分析顧客忠誠影響因 素。 2 ．對不同等級醫(yī)院的顧客和同等級醫(yī)院的不同類型顧客進行影響因素及效應大小的差異 性比較。 關鍵詞： 綜合醫(yī)院；顧客忠誠；病人忠誠；影響因素；模型 II 山西醫(yī)科大學碩士學位論文 The Influence Factors of Customer Loyalty Study on General Hospital —— T hospital in Shan Xi province as an example Abstract Purpose The study aims to construct influence factors model of hospital customer loyalty, which is considering the characteristics and particularity of healthcare theoretical and empirical study, we want to analyze the influence factors and explore the ways of culturing customer loyalty in the hospital. The conclusions of this research can be used to making decision, because it can help hospital improving medical service quality and enhancing hospital marketing petitive ability. Objects Object of Questionnaire Survey: T hospital’s outpatients and patients (T hospital is a Grade Ⅲ A General Hospital in ShanXi province) Object of Interview:hospital administrators, medical staff, hospital customers Methods Use l iterature analysis, interview and so on to construct the influence factors model of hospital customer loyalty and design questionnaire. Then adopt and to process related data. Results 1． According to literature analysis and interview,we construct the influence factors theoretical model of the hospital customer loyalty which consistent with the characteristics of healthcare , we take shape of the hospital customer l oyalty f actor questionnaire which has very high reliability and validity. It can take reference for the other hospital when they carried out the similar survey. III 山西醫(yī)科大學碩士學位論文 2． Using partial l east squarestructural equation modeling (PLSSEM) to analyze the gathered data,we acquire that the path coefficient between the customer value, customer satisfaction and so on to customer loyalty were statistically path coefficient among the influence factors were also statistically value had direct affect and indirect affect by the customer satisfaction and customer plaint to customer loyalty, the direct path coefficient was , the indirect effectiveness was customer satisfaction also has direct and indirect affect by the customer plaint to customer loyalty, the direct and indirect effectiveness were and the other three factorrelationship trust,switching barrier, customer plaint only have direct affect to customer loyalty, the direct effectiveness were ,. 3. Statistical analysis also showed that t he loadings between latent variables and measured variables were statistically are six measured variables whose loading is maximum in its are respectively the effect of t reatment,overall satisfaction, hospital reputation, technology replacer, direct plaint, the probability of repeat loadings are ,,. Conclusion This study not only summarized the influence factors of customer loyalty of hospital in theory, but also verify the assumptions between various factors and customer loyalty through empirical research. Meanwhile we calculated the effectiveness of different factors to customer that customer value is the maximal impact to customer loyalty, followed by customer satisfaction, switching barrier, relationship trust, and customer plaint. We should emphasizethe customer plain which has the negative impact to customer a nalyzing the correlations between measured variables and their latent variable,we can acquire that there are six specific factors which have a greater impact to respective latent variable, such as the effect of treatment, overall satisfaction, hospital reputation etc. Suggestion According to the actual situation of T hospital and the oute of PLSSEM analysis, we concluded that the hospital should continue to improve health care quality and service quality. Try its best to diagnose accurately and timely and provide warmhearted service. Throuhg the superb medical technology and the high level of service quality, the hospital will win customer loyalty to a certainty. The hospitals should strive to focus on all links of the process of medical services and do customer expectation measurements could improve the IV 山西醫(yī)科大學碩士學位論文 customer loyalty even order to attract and retain customer, hospitals need to strengthen custome