【正文】 tomer 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(xué)碩士學(xué)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(xué)碩士學(xué)位論文 customer loyalty even order to attract and retain customer, hospitals need to strengthen customer plaint and customer relationship management and build the appropriate switching barriers. Assumption for future study 1． Introducing some actual data of hospital management as variables, we will analysis the customer loyalty factors model from the practical usefulness. 2． Analysis the variety of influence factor and their effect proportions between the customer in different levels hospitals and the different types customers in the same hospital. Key words : General Hospital。注重醫(yī)療服務(wù)的各個(gè)環(huán)節(jié)，進(jìn)行顧客期望管理，進(jìn)一步提高顧客忠誠(chéng)。在各潛 變量中載荷值最大觀測(cè)變量分別為 ：治療效果 、總體滿意 、醫(yī)院知名度 、技術(shù)替 代性 、直接抱怨 、重復(fù)購(gòu)買可能性 ，載荷值依次為 、 、 、 、 、 。 研究結(jié)果 1. 根據(jù)文獻(xiàn)研究和訪談法 ，構(gòu)建了符合醫(yī)療服務(wù)特點(diǎn) 的醫(yī)院顧客忠誠(chéng)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(wèn)卷 ，可以為同類醫(yī)院開(kāi)展類似研究提供 一定參考。 研究對(duì)象 問(wèn)卷調(diào)查對(duì)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(duì)象：醫(yī)院管理者、一線醫(yī)務(wù)人員、醫(yī)院部分顧客 研究方法 應(yīng)用文獻(xiàn)分析法、訪談法等，構(gòu)建符合醫(yī)療服務(wù)特點(diǎn)的醫(yī)院顧客忠誠(chéng)影響因素模型， 完成調(diào)查問(wèn)卷的設(shè)計(jì)，運(yùn)用 和 Smart 軟件對(duì)相關(guān)數(shù)據(jù)進(jìn)行分析處理。 I 山西醫(yī)科大學(xué)碩士學(xué)位論文 3. 統(tǒng)計(jì)分析還表明各潛變量與其觀測(cè)變量之間的載荷也均具有統(tǒng)計(jì)學(xué)意義 。 建 議 根據(jù) T 醫(yī)院的實(shí)際情況和結(jié)構(gòu)方程的分析結(jié)果，認(rèn)為醫(yī)院應(yīng)不斷提高醫(yī)療質(zhì)量和服務(wù) 質(zhì)量，努力做到診斷準(zhǔn)確及時(shí)，服務(wù)熱情周到，以精湛的醫(yī)療技術(shù)和優(yōu)質(zhì)的服務(wù)水平贏得 顧客忠誠(chéng)。 2 ．對(duì)不同等級(jí)醫(yī)院的顧客和同等級(jí)醫(yī)院的不同類型顧客進(jìn)行影響因素及效應(yīng)大小的差異 性比較。 I nfluence F actors。與我一同工作的同志 對(duì)本研究所做的任何貢獻(xiàn)均已在論文中作了明確的說(shuō)明并表示謝意。 本人離校后發(fā)表或使用學(xué)位論文或與該論文直接相關(guān)的學(xué)術(shù)論文或成果時(shí)，署名單位 仍然為山西醫(yī)科大學(xué)。 現(xiàn)實(shí)背景 隨著我國(guó)醫(yī)療體制改革不斷深入 ,人們的就診觀念也在不斷發(fā)生著變 化，面對(duì)龐大的 醫(yī)療市場(chǎng)，人們更傾向于采取擇優(yōu)的原則對(duì)醫(yī)院及醫(yī)生進(jìn)行選擇。加入 WTO 后，醫(yī)療市場(chǎng)開(kāi)放程度逐漸深入，外資醫(yī)院也 逐漸成為國(guó)內(nèi)醫(yī)院不可忽視的競(jìng)爭(zhēng)對(duì)手。 醫(yī)院可以通過(guò)制定與實(shí)施顧客忠誠(chéng)管理策略，像企業(yè)一樣為顧客提供綜合性、差異性的服 務(wù)，如實(shí)履行對(duì)顧客的承諾，保持與顧客長(zhǎng)期、雙向互動(dòng)，將大大降低顧客的轉(zhuǎn)移和流失， 促進(jìn)醫(yī) 院健康持續(xù)的發(fā)展。雖然患者對(duì)醫(yī)院 1 山西醫(yī)科大 學(xué)碩士學(xué)位論文 服務(wù)表示滿意，但并不意味著下次仍會(huì)尋求該院的服務(wù)，這說(shuō)明僅僅將注意力放在顧客滿 意度上并不能控制顧客流失，顧客忠誠(chéng)才是顧客重復(fù)購(gòu)買的保證。 研 究目的和意義 研究目的 （ 1）構(gòu)建醫(yī)院顧客忠誠(chéng)影響因素理論模型，制定調(diào)查問(wèn)卷 通過(guò)相關(guān)文獻(xiàn)閱讀及理論積累，對(duì)醫(yī)院忠誠(chéng)顧客的行為特點(diǎn)和關(guān)注內(nèi)容進(jìn)行分析，建 立醫(yī)院顧客忠誠(chéng)影響因素理論模型和研究假設(shè)，通過(guò)訪談法了解醫(yī)院顧客對(duì)影響因素的真 實(shí)看法，根據(jù)研究變量操作性定義設(shè)計(jì)了問(wèn)卷初稿，并請(qǐng)相關(guān)人員對(duì)問(wèn)卷進(jìn)行修改和補(bǔ)充， 結(jié)合統(tǒng)計(jì)學(xué)方法，測(cè)定問(wèn)卷的信度及效度，并予以修正，確定正式調(diào)查問(wèn)卷。 研究意義 忠誠(chéng)顧客會(huì)給醫(yī)院帶來(lái)較大的經(jīng)濟(jì)效益，其效益表現(xiàn)在以下幾方面：顧客重復(fù)就醫(yī)會(huì) 使醫(yī)院收入增加；為老顧客提供服務(wù)，醫(yī)院成本是下降的；忠誠(chéng)顧