医院志愿者服务对患者满意度提升及医院品牌建设的影响研究  

Effect of hospital volunteer service on patient satisfaction and hospital brand

作　　者：江晨 王蕊[1] JIANG Chen;WANG Rui(The First Affiliatcd Hospital,Zhejiang Univcrsity School of Medicinc,Hangzhou 310006,China;不详)

机构地区：[1]浙江大学医学院附属第一医院,浙江杭州310006

出　　处：《现代医院》2021年第2期188-192,共5页Modern Hospitals

基　　金：浙江省教育厅一般科研项目(Y201636286)。

摘　　要：总结志愿者队伍建设和服务经验,探讨其对医院品牌建设所起的作用。方法选取2019年12月—2020年6月前来浙江大学医学院附属第一医院门诊就诊患者100例发放问卷,调查患者及家属对志愿者服务的满意度、要求、意见和建议,从医院品牌知名度、美誉度和患者忠诚度等多维度测评。结果完成全部调查内容的患者96例,完成率为96%,数据显示,新时期大型公立医院开展志愿者服务与患者满意度提升呈正相关,92.1%的患者认为志愿服务可以提升医院的整体形象,直接影响到患者对医院的忠诚度与依赖性。结论医院志愿者服务对医院的品牌建设、形象塑造起到不可或缺的积极作用,可以为其他医院推广志愿者服务和开展品牌建设提供借鉴和参考。Objective To summarize the experience of volunteer team building and service, and discuss its role in hospital brand development.Methods From December 2019 to June 2020, 100 outpatients from the First Affiliated Hospital of Zhejiang University Medical College were enrolled for the survey to investigate satisfaction degree, requirements, opinions and suggestions for volunteer service based on the multi-dimensional evaluation by hospital brand awareness, reputation and patient loyalty.Results A total of 96 patients completed all the survey with a completion rate of 96%. The data showed that there was a positive correlation between volunteer services and patient satisfaction in large public hospitals in the new period. A total of 92.1% patients believed that voluntary services could focus the brand images of the hospitals and directly affect the loyalty and dependence of patients to the hospital.Conclusion Hospital volunteer service plays an indispensable and positive role in hospital brand building and image shaping of hospitals, and it can provide reference for other hospitals to promote volunteer service and carry out brand building.

关 键 词：医院 志愿者服务 患者满意度 品牌建设 

分 类 号：R197.32[医药卫生—卫生事业管理] C916.2[医药卫生—公共卫生与预防医学]