基于患者视角的公立医院品牌评价及影响因素分析  

Analysis of Influencing Factors of Public Hospital Brand Evaluation from Patient Perspective

作　　者：陈明[1] 邓连府 张旭光[1] 李娟[1] 柳琳璠 CHEN Ming;DENG Lian-fu;ZHANG Xu-guang;LI Juan;LIU Lin-fan(Peking University People’s Hospital)

机构地区：[1]北京大学人民医院

出　　处：《医院管理论坛》2022年第5期24-28,共5页Hospital Management Forum

摘　　要：目的 分析患者对医院品牌评价的影响因素,探讨医院品牌管理对策。方法 采用便利抽样方法选取北京市某三甲综合医院617名患者作为调查对象开展问卷调查,采用结构方程模型、重要性矩阵分析等方法进行分析。结果 对医院品牌总体评价影响程度最大的指标是品牌忠诚度(重复就医意向、满意度、愿意支付的价格成本溢价),影响程度最小的指标是品牌知名度(熟悉度)。品质认知度(技术质量、服务质量)是优势因素,品牌忠诚度(满意度、愿意支付的价格成本溢价、愿意支付的时间成本溢价、重复就医意向)、品质认知度(环境质量、流程便利性)是需要改进的主要劣势因素。结论 提升品牌忠诚度是提升医院品牌评价的关键因素。医院应以巩固高医疗技术水平和高知名度优势为基础,将提升患者体验作为品牌管理策略的重要落脚点。Objective management strategies. Methods A total of 617 patients in a tertiary general hospital in Beijing were included in the study by convenient sampling and were investigated by a questionnaire, structural equation modeling and importance matrix analysis were used for data analysis. Results Brand loyalty(intention to visit again, satisfaction, price cost premium) had the greatest impact on hospital brand evaluation, and brand awareness(familiarity) had the least impact. Brand awareness(technical quality, service quality) was the advantage factor, and brand loyalty(satisfaction, price cost premium, time cost premium, intention to visit again) and brand awareness(environment quality, process convenience) was the main disadvantage factor requiring improvement. Conclusion Brand loyalty is the key of improving hospital brand evaluation. The hospital should attach more importance to patient experience improvement on the basis of enhancing the advantages of high level of medical technology and high brand awareness.

关 键 词：公立医院 品牌评价 影响因素 结构方程模型 重要性矩阵分析 

分 类 号：R197.3[医药卫生—卫生事业管理]