Title page for etd-0721111-193957


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URN etd-0721111-193957
Author Chung-Wen Chiang
Author's Email Address No Public.
Statistics This thesis had been viewed 5341 times. Download 15 times.
Department EMBA
Year 2010
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title A Study on The Key Decision-making Factors of Outpatient Customers Medical Choice – Examples of Hospitals in Zuo-Nan Area
Date of Defense 2011-06-22
Page Count 101
Keyword
  • Medical market
  • Analytic Hierarchy Process
  • Hospital Marketing
  • Decision-Making Factors
  • Medical Habits
  • Abstract Subject to the impact of the overall economic environment, aging population and the national health insurance system, competitive medical market becomes much more volatile. If hospital wants to survive, it must enhance business performance , improve medical quality, and pay more attention to customer-oriented hospital marketing, therefore understanding medical habits of outpatient customers is a prerequisite for hospital marketing. Medical habits of outpatient customers have significant provincialism, so outpatient customers in different regions have different criteria to select the ideal hospital in their minds. Therefore this thesis is to investigate the priority of the key decision-making factors of outpatient customers medical choice in Zuo-Nan area and the ideal hospital in their minds, as a reference for hospital marketing. It is also to understand the development trend of medical market in the area, as a reference for strategic management for hospitals.
         This research selects three different level of hospitals (local hospital, regional hospital, and medical center) in the Zuo-Nan area and six decision-making factors (doctor’s reputation, home distance, diagnostic time, medical ethics, service attitude, and registered fee ) of outpatient customer, then proceeds to level mode analysis ( Analytic Hierarchy Process ; AHP ) for learning about the priority of the key decision-making factors of outpatient customers medical choice in Zuo-Nan area and the ideal hospital in their minds. This thesis uses depth-interview for each of the respondents (include outpatient customers, hospital staff , official experts , and experts in the field) , then collects questionnaire data of qualitative and quantitative AHP to proceed analysis.
         Results show that the priority of the six key decision-making factors of outpatient customers medical choice for the three different groups of respondents is not the same, but a consistent top three list : medical ethics, doctor's reputation, service attitude. Local hospital, regional hospital, and medical center respectively has advantage of " good doctor’s reputation", " good doctor's reputation, good service attitude", and " good doctor's reputation, medical ethics" to be reference of external marketing. As to the ranking of hospitals choice under the key decision-making factors, different groups of respondents have different results. All groups of respondents think : medical center > regional hospital > local hospital. Apparently the preference in the minds of the outpatient customers for hospital is medical center, followed by regional hospital, and finally to local hospital. As for the medical market trends in Zuo-Nan area, most respondents think short-term trend was optimistic ; while the medium-term, long-term trends are balanced. Strategic management of regional hospital should strengthen service of royal customers and develop aging medical outpatient department, long-term care service, and community health education. In addition, by entering into strategic alliances with medical center and clinics to become regional integration models, hospitals can cope with the future of the health insurance system - "on the paid plans by human " .
    Advisory Committee
  • Dr. David Shyu - chair
  • Dr. Y. Chris Liao - co-chair
  • Dr. Hsiou-Jen Kuo - advisor
  • Files
  • etd-0721111-193957.pdf
  • indicate in-campus access in a year and off_campus not accessible
    Date of Submission 2011-07-21

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