公立医院患者品牌资产与患者满意度情况调查分析  

Investigation and analysis of patient brand equity and patient satisfaction in public hospitals

作　　者：伊美拉·伊力亚斯 古丽巴哈尔·卡德尔[1] 麦尔当·艾力木[2] 姚亮亮 沙鑫 Yimeila Yiliyasi;Gulibahaer Kadeer;Maierdang Ailimu;YAO Liangliang;SHA Xin(Xinjiang Medical University,Urumqi 830017,China;People's Hospital of Xinjiang Uygur Autonomous Region;Infectious Disease Hospital of Xinjiang Uygur Autonomous Region,Urumqi 830000,China)

机构地区：[1]新疆医科大学,乌鲁木齐830017 [2]新疆维吾尔自治区人民医院 [3]新疆维吾尔自治区传染病医院,乌鲁木齐830000

出　　处：《新疆医科大学学报》2025年第3期389-398,共10页Journal of Xinjiang Medical University

基　　金：新疆维吾尔自治区自然科学基金项目(2024D01C85)。

摘　　要：目的通过调查患者对公立医院品牌资产的评价及患者满意度情况,分析患者视角的医院品牌资产对患者满意度的影响因素,以期为医院管理者提供品牌建设和服务改进的参考依据。方法研究通过便利抽样的方法,对乌鲁木齐市8家医院的3062名门诊患者进行问卷调查。数据分析采用SPSS 26.0统计软件,对影响医院品牌资产认知的单因素变量进行卡方检验,并采用多元线性回归分析探讨其主要影响因素。采用SmartPLS 3.0结构方程模型(SEM)软件进行建模,并利用偏最小二乘法(PLS-SEM)估计医院品牌资产与患者满意度之间的关系。结果门诊患者评价医院品牌资产的各维度中,在年收入、医疗费用支付方式、户别及所选择就诊医院间比较差异均有统计学意义(P<0.05);多元线性回归分析结果显示,医院品质认知度、品牌知名度、品牌忠诚度及品牌联想4个维度均与患者满意度相关性有统计学意义(P<0.001);结构方程模型结果显示,患者品牌资产对患者满意度的影响较高且均为正向影响,其中品牌知名度、品牌忠诚度和品牌联想在品质认知度对患者品牌资产的影响中存在多重中介效应。结论公立医院在高质量发展中,应注重患者品牌资产的建设与管理,确保在提供优质医疗服务的同时,还能持续提升患者的满意度。Objective To investigate patients'evaluation of public hospital brand equity and patient satisfaction,and to analyze the influencing factors of the hospital brand equity on patient satisfaction from the perspective of the patients,to provide a reference for hospital managers for brand building and service improvement.Methods A total of 3062 outpatients from 8 hospitals in Urumqi were investigated by convenience sampling method.SPSS 26.0 statistical software was used for data analysis.Chi-square test was used for single factor variables affecting the perception of the hospital brand equity,and multiple linear regression analysis was used to explore the main influencing factors.SmartPLS 3.0 structural equation model(SEM)software was used for modeling,and partial least squares(PLS-SEM)method was used to estimate the relationship between the hospital brand equity and patient satisfaction.Results Among the dimensions of hospital brand equity evaluated by outpatients,there were statistically significant differences in annual income,payment method of medical expenses,household type and selected hospital(P<0.05).Multiple linear regression analysis showed that hospital quality awareness,brand awareness,brand loyalty and brand association were significantly correlated with patient satisfaction(P<0.001).The results of structural equation model showed that patient brand equity had a high and positive impact on patient satisfaction,and there were multiple mediating effects of brand awareness,brand loyalty and brand association in the influence of quality recognition on patient brand equity.Conclusion In the high-quality development of public hospitals,public hospitals should pay attention to the construction and management of patient brand equity,so as to ensure the continuous improvement of patient satisfaction while providing high-quality medical services.

关 键 词：公立医院 患者品牌资产 患者满意度 偏最小二乘法结构方程模型 

分 类 号：R197[医药卫生—卫生事业管理]