医疗服务过程中顾客互动行为研究

Study on Customer-to-Customer Interaction in Medical Service Process

目的:针对医疗服务过程中顾客间的互动行为类型及其对就医过程中价值感知的影响进行探索性研究。方法:采用方便抽样的方法对浙江省2家三级医院的200名就诊患者或家属以及200名健康人群进行问卷调查,并使用关键事件技术对问卷中的数据进行分析。结果:将医疗服务过程中的顾客互动行为划分为其他顾客的负面行为、其他顾客的公民行为以及顾客间的语言交流3大类别、12个二级子类。结论:不同类别的事件会带给顾客完全不同的服务体验,而顾客间的负面互动更会给顾客留下深刻印象,医院应重视和加强医疗服务过程中顾客间的互动行为管理。

Objective： To explore the types of interaction between customers and their effects on perceived value in the process of medical service. Methods： A questionnaire survey was conducted among 200 patients and their family members in two hospitals of Zhejiang Province and 500 healthy people using convenience sampling method. The data were analyzed using critical in- cident technique. Results： This research divided customer-to-customer interaction into three categories including other customer＇ s negative actions, other customer＇ s citizenship behavior and customer conversation and 12 secondary categories. Conclusion： The different categories of events will give customers completely different service experiences and negative interactions will leave custom- ers deeper impressions. The hospitals should pay attention to and strengthen the management of customer interaction behavior in the process of medical service.