体验视域下民营医院患者意愿忠诚实证研究

Empirical Research on the Patients' Intention to Loyalty in Private Hospitals in View of Patients' Experiences

目的:探究民营医院患者意愿忠诚影响因素,为提升医院市场竞争力向管理者提供参考。方法:采用多段与分层抽样相结合方法,对重庆市渝北、渝中、九龙坡区26家民营医院1035名患者进行横截面问卷调查,采用SPSS22.0实现一般描述性统计分析、单因素和多因素Logistic回归分析。结果:有效问卷1014份,有效率97.9%。患者意愿忠诚和总体满意率分别为83.93%、86.19%。二元Logistic回归分析显示,诊断治疗效果好、医护人员技术水平高、总体满意、投诉建议反应及时、医护人员责任心强、病情解释清楚、满足个性化需求是民营医院患者意愿忠诚的主要影响因素(P<0.05)。结论:民营医院患者就医体验、满意度及意愿忠诚处于中等偏上水平,医院应以患者卓越就医体验为标准,促进服务质量持续改进、患者满意度和忠诚度不断提升。

Objective To explore the factors to influence the patients＇ intention to loyalty in private hospitals, and provide references for improving the market competitiveness of private hospitals. Methods 1035 patients were chosen from 26 private hospitals with multistage stratified sampling, and surveyed with cross-sectional questionnaire. Data was analyzed with descriptive statistics, univariate and multivariate Logistic regression analysis. Results There had 1014 cases of valid questionnaires. The percentages of patients＇ intention to loyalty and overall satisfaction were 83.93% and 86.19%, respectively. Binary logistic regression analysis showed that diagnosis and treatment effect, medical technology, overall satisfaction rate, timely response on complaints and suggestions, medical staffs＇ responsibility, explanation of medical condition and meeting the individual needs were the main factors to influence the patients＇ intention to loyalty （P 〈 0. 05 ）. Conclusion The patients＇ experiences of medical services, degree of satisfaction and loyalty were in the medium, which should be improved by focusing on the standard of patients＇ excellent medical experience in private hospitals.