医疗服务营销中顾客演进与信用特征预评估——以中医药服务行业为例

Pre-evaluation of Customer Development and Credence Features in Medical Service Marketing:Taking TCM Service Industry as an Example

医药服务产品具有差异、无形、难以评价等特性,这大大增加了顾客演进过程中由光顾者转变为服务体验者的难度。顾客转变的主要依据是通过对服务提供者的预评估,即通过从服务提供者、其他顾客处搜集信息,结合自身认知进行该服务提供者的信任评估,当评估结论为可信任时,顾客将实现转变。本文基于顾客认知与经验背景的差异,以未接受过中医药服务的群体为对象进行顾客演进分析,建立顾客预评估测量指标并设计问卷,使用主成分分析和二元Logistic回归分析进行数据深入处理,揭示影响信任评估关键要素,并根据分析结果设计可信任机制,以促进顾客在中医药服务消费中的演进。

Medical service products have a lot of features, such as differences, intangibilityand difficulty in evaluating, which greatly increase the difficulty in the transition of customerdevelopment from customers to service experiencers. Customer transition is mainly based on thepre-evaluation of service providers. In other words, credence evaluation of service providers isconducted from the combination of information from service providers, customers andself-awareness. When the results of the evaluation are dependable, customers will be under thetransition. This article was based on the differences in customer cognition and experiencebackground. It set the group that had never received TCM services as objects and conductedanalysis on customer development. It established measurement indexes and questionnaire forcustomer pre-evaluation. PCA and Logistic regression analysis were used to deeply deal withdata to unveil the key factors that influence credence evaluation. Credence mechanism wasestablished according to the results to promote customer development in TCM serviceconsumption.