基于4C理论的广州市某医院健康管理中心声誉调查

Reputation Survey of Health Management Institution of a Hospital in Guangzhou City Based on 4C Theory

目的:基于以客户需求为导向的4C理论(客户、成本、便利和沟通),了解客户对健康管理机构的服务感知与声誉评价,并提出建议。方法:采用偶遇抽样的方法,对某三甲医院健康管理中心的320名体检客户进行调查。结果:健康体检的客户需求(4.13±0.27)、耗费成本(3.68±0.31)、便利程度(4.01±0.26)和交流互动(3.69±0.38)与客户对健康管理机构声誉评价均存在正向影响关系。结论:健康管理机构应提升体检质量、加强服务管理、开展营销宣传、注重客户联系,从而提升声誉评价水平。

Objective: To comprehend the customer how to evaluate the service and reputation of the health management institution based on the customer-oriented 4C theory, which includes customers, costs, convenience and communication and put forward suggestions. Methods: Occasional sampling was conducted to investigate 320 clients of the health management center of a Third-Grade Class-A hospital. Results: Customer needs (4.13±0.27), cost (3.68±0.31), convenience (4.01±0.26) and communication interaction (3.69±0.38) of health examination have positive effects on customer reputation evaluation of health management institutions. Conclusion: The health management institutions should improve the quality of physical examination, strengthen service management, carry out marketing publicity, and improve the relation with the customer.