“互联网+”医疗医保报销服务用户满意度探究——以广东省为例

Research on Users'Satisfaction with Reimbursement Service of"Internet Plus"Health Care——Taking Guangdong Province as an Example

目的:基于美国顾客满意度指数(American customer satisfaction index,ACSI)模型,了解广东省“互联网+”医疗用户对医保报销服务的满意度,为提高“互联网+”医疗医保报销服务质量提供参考。方法:采用问卷调查方式,基于ACSI模型,利用结构方程模型进行分析。结果:用户预期对感知质量、感知价值和用户满意度有正向作用,感知质量对感知价值有正向作用,感知价值对用户满意度有正向作用,且对用户满意度影响最大。用户满意度对用户抱怨有负向影响,对用户忠诚有正向作用,用户抱怨对用户忠诚不存在作用。结论:现有“互联网+”医疗医保服务并不能满足人们日益增长的多样化服务需求,需通过完善“互联网+”医保报销服务提高使用者的感知价值、感知质量和用户预期,满足用户多样化需求,以降低用户抱怨、提高用户满意度和忠诚度。

Objective:Based on the American customer satisfaction index(ACSI)model,this paper aims at understanding the“Internet plus”health care users’satisfaction with medical insurance reimbursement in Guangdong province,in order to provide a reference for the quality improvement of medical insurance reimbursement for“Internet plus”health care.Methods:By means of questionnaire survey,structural equation model was used for analysis based on ACSI model.Results:Customer expectation had a positive effect on perceived quality,perceived value and customer satisfaction.Perceived quality had a positive effect on perceived value.Perceived value had a positive effect on customer satisfaction and had the greatest effect on customer satisfaction.Customer Satisfaction had a negative effect on customer complaints and a positive effect on customer loyalty.Customer complaints had no effect on customer loyalty.Conclusion:The medical insurance reimbursement for“Internet plus”health care services cannot meet the growing demand for various needs.It is necessary to improve medical insurance reimbursement for“Internet plus”health care services to enhance users'perceived value,perceived quality,and customer expectations,meet diverse customer needs,reduce customer complaints,and improve customer satisfaction and loyalty.