医院病房内品牌接触点研究

Research on brand points of contact in the ward of general hospital

目的对综合性医院病房内的品牌接触点进行总结并找到关键接触点，以提升住院患者满意度，为医院品牌建设提供依据。方法采用文献分析法、专家咨询法确立病房内的品牌接触点，应用问卷调查法对2012年5—9月213例住院患者进行关键接触点的调查。结果病房内品牌接触点分为硬性、软性接触点两大类共14项。患者认为的排在前3位的接触点为：床单、被套等各种用物整洁占56．8％；病房内的布局、装饰、卫生、安全占56．3％；医护人员的查房占32．9％。结论医院品牌建设应重点把握服务过程中的品牌接触点，实现接触点的优化组合，以传播医院品牌文化，为更多健康需求者提供优质服务。

Objective To summarize the ward brand points of contact and to find out key points of contact, so as to improve patients＇ satisfaction and provide a strategy for the development of hospital brand. Methods To establish the ward brand contact points by methods of literature analysis and expert consultation. Totals of 213 hospitalized patients were investigated by using a questionnaire about critical points of contact. Results There were two major categories（rigid and soft）, 14 brand points of contact in the ward. From patients＇ perspective, the top three key points in the ward respectively were the tidy of bed sheets, quilt cover and other things （frequency： 121, percentage ：56.8% ） ; the ward＇s layout, decoration, environment and security （ frequency： 120,percentage：56.3% ） ; rounds of medical staff （ frequency： 70, percentage： 32. 9% ）. Conclusions The construction of hospital brand should grasp the key contact point in the service process, realize the optimal combination of contact point, disseminate hospital＇ s brand, so as to provide high quality service for peoples.