医疗行业顾客-企业认同形成机理分析与改进——以中医药服务为例  

Discussing the formation mechanism of customer-company identification in medical business and its improvement sampled with Traditional Chinese Medicine services

作　　者：邓敏[1] 杨莉[1] 肖增敏[1] 

机构地区：[1]南京中医药大学经贸管理学院,江苏南京210023

出　　处：《中国卫生事业管理》2015年第11期807-810,共4页Chinese Health Service Management

基　　金：江苏省教育厅高校哲学社会科学基金项目"社区中医药卫生服务群众认可度SEM评价与改进策略研究"(编号:2013SJD840004)

摘　　要：顾客-企业认同是顾客关系管理领域的核心概念之一,建立顾客—企业认同是顾客—企业关系由经济型向社会型转变的重要路径。文章基于顾客—企业认同的定义及基本特征,结合医疗服务市场特征,以中医药服务为例,对"患者-中医药服务组织认同"进行界定,一方面基于理论分析探索患者-中医药服务组织认同形成的机理,另一方面,针对患者-中医药服务组织认同的特征,提出改进建议。The Chinese Health Service Management. Abstract Customer-company identification is one of the key concepts in customer relationship management. It is an important pathway to achieve the transformation of customer-company relationship from economy to society by establishing customer-company identification. Based on the definition and characteristic of customer-company identification, combined with characteristic of medical service market, and sampled with Traditional Chinese Medicine services, the concept of patient-Chinese Medicine institution identification was defined. Its formation mechanism was theoretically analyzed. And some suggestions to improve it were put forward.

关 键 词：顾客-企业认同 患者-中医药服务组织认同 形成机理 

分 类 号：R197.1[医药卫生—卫生事业管理]