基于服务质量差距模型的民营医院服务营销研究  

Research on Service Marketing of Private Hospitals Based on Service Quality Gap Model

作　　者：张瑞珏[1] 程洁[2] 李亚斌[1] 周霞霞[1] ZHANG Ruijue;CHENG Jie;LI Yabin;ZHOU Xiaxia(Faculty of Business,Kunming Metallurgy College,Kunming 650033,China;Wuhan Institute of Shipbuilding Technology,Wuhan 430050,China)

机构地区：[1]昆明冶金高等专科学校商学院,云南昆明650033 [2]武汉船舶职业技术学院,湖北武汉430050

出　　处：《昆明冶金高等专科学校学报》2020年第6期93-98,共6页Journal of Kunming Metallurgy College

摘　　要：通过分析民营医院经营环境的SWOT,挖掘医疗市场需求,发现随着医疗改革的深化,社会资本对医疗市场的渗透越来越深入,各种医疗机构之间的竞争加剧,提高医疗护理服务质量是民营医院增强核心竞争力的一项有效措施。而构建民营医院服务质量差距模型,加强民营医院服务质量管理,能够改善民营医院的服务营销水平,帮助顾客提升服务感知价值,获得社会公众对民营医院的认可。By analyzing the SWOT and the demand of the medical market,it is found that the penetration of social capital into the medical market is getting deeper and deeper with the deepening of medical reform,and the competition among various medical institutions intensifies.Improving the quality of medical and nursing service is an effective measure for private hospitals to enhance their core competitiveness.Constructing the service quality gap model of private hospitals and strengthening the service quality management of private hospitals can improve the service marketing level of private hospitals,help customers enhance the perceived value of service,and obtain the recognition of private hospitals by the public.

关 键 词：民营医院 服务营销 服务质量管理 服务质量差距模型 

分 类 号：R197.322[医药卫生—卫生事业管理]