山西医科大学硕士学位论文综合医院顾客忠诚影响因素研究以山西省T医院为例姓名：岳海玉申请学位级别：硕士专业：社会医学与卫生事业管理指导教师：商广喜2011-06-03山西医科大学硕士学位论文综合医院顾客忠诚影响因素研究以山西省 T 医院为例摘 要 研究目的本研究旨在构建符合医疗服务特点的医院顾客忠诚影响因素模型，借助理论和实证研 究，分析影响医院顾客忠诚的因素，探索培养医院顾客忠诚的途径，为改善医院服务质量， 提高医院市场竞争力提供决策依据。研究对象问卷调查对象：山西省某三甲医院（T 医院）门诊部和住院部顾客 访谈对象：医院管理者、一线医务人员、医院部分顾客研究方法应用文献分析法、访谈法等，构建符合医疗服务特点的医院顾客忠诚影响因素模型， 完成调查问卷的设计，运用 SPSS13.0 和 Smart PLS2.0 软件对相关数据进行分析处理。研究结果1. 根据文献研究和访谈法 ，构建了符合医疗服务特点的医院顾客忠诚影响因素理论 模型 ，并形成了 具有较高信度和效度的调查问卷 ，可以为同类医院开展类似研究提供 一定参考。2. 运用 PLS 结构方程模型对收集的数据进行统计分析后可知，顾客价值、顾客满意等因素与顾客忠诚之间以及各影响因素之间的路径系数 ，均具有统计学意义 。顾客价值对顾客忠诚存在直接效应 ，同时又通过顾客满意和顾客抱怨对其产生间接效应，直接效应大小为 0.254 ，间接效应大小为 0.171 ；顾客满意对顾客忠诚也是既 存在着直接效应，又通过顾客抱怨对其产生一定的间接效应，效应大小分别 为 0.316 和 0.044 ；而其余三个因素 ，关系信任 、转换障碍 、顾客抱怨对顾客忠诚仅 存在着直接效应，分别为 0.147 、0.163 和-0.105 。I山西医科大学硕士学位论文3. 统计分析还表明各潜变量与其观测变量之间的载荷也均具有统计学意义。在各潜变量中载荷值最大观测变量分别为：治疗效果 、总体满意 、医院知名度 、技术替代性 、直接抱怨 、重复购买可能性，载荷值依次为 0.827 、0.832 、0.839 、0.842 、0.846 、0.851 。研究结论本次研究既从理论上对医院顾客忠诚的影响因素进行了归纳总结，又通过实证研究验 证了各影响因素与顾客忠诚之间及各因素之间的关系假设，同时对各影响因素对顾客忠诚 的影响大小进行了测算，其中，顾客价值对顾客忠诚的影响最大，其次是顾客满意、转换 障碍、关系信任、顾客抱怨，需要指出的是顾客抱怨对顾客忠诚的影响是负向的。通过分 析各观测变量与其对应潜变量之间的相关性，得到治疗效果、总体满意、医院知名度等六 个具体因素与各潜变量关系较大。建 议 根据 T 医院的实际情况和结构方程的分析结果，认为医院应不断提高医疗质量和服务 质量，努力做到诊断准确及时，服务热情周到，以精湛的医疗技术和优质的服务水平赢得 顾客忠诚。注重医疗服务的各个环节，进行顾客期望管理，进一步提高顾客忠诚。加强顾 客抱怨管理和客户关系管理，并构建适宜的转换障碍，吸引和留住顾客。继续开展本研究的设想1 引入医院经营管理中的实际数据作为变量指标，从实际效用方面分析顾客忠诚影响因 素。2 对不同等级医院的顾客和同等级医院的不同类型顾客进行影响因素及效应大小的差异 性比较。关键词：综合医院；顾客忠诚；病人忠诚；影响因素；模型II山西医科大学硕士学位论文The Influence Factors of Customer Loyalty Study on General Hospital T hospital in Shan Xi province as an exampleAbstractPurposeThe study aims to construct influence factors model of hospital customer loyalty, which is considering the characteristics and particularity of healthcare services.Through theoretical and empirical study, we want to analyze the influence factors and explore the ways of culturing customer loyalty in the hospital. The conclusions of this research can be used to making decision, because it can help hospital improving medical service quality and enhancing hospital marketing competitive ability.ObjectsObject of Questionnaire Survey: T hospitals outpatients and patients (T hospital is a Grade-A General Hospital in ShanXi province) Object of Interview:hospital administrators, medical staff, hospital customersMethodsUse l iterature analysis, interview and so on to construct the influence factors model of hospital customer loyalty and design questionnaire. Then adopt SPSS13.0 and SmartPLS2.0 to process related data.Results1According to literature analysis and interview,we construct the influence factors theoretical model of the hospital customer loyalty which consistent with the characteristics of healthcare services.Besides, we take shape of the hospital customer l oyalty f actor questionnaire which has very high reliability and validity. It can take reference for the other hospital when they carried out the similar survey.III山西医科大学硕士学位论文2Using partial l east square-structural equation modeling (PLS-SEM) to analyze the gathered data,we acquire that the path coefficient between the customer value, customer satisfaction and so on to customer loyalty were statistically significant.The path coefficient among the influence factors were also statistically significant.Customer value had direct affect and indirect affect by the customer satisfaction and customer complaint to customer loyalty, the direct path coefficient was 0.254, the indirect effectiveness was 0.171.The customer satisfaction also has direct and indirect affect by the customer complaint to customer loyalty, the direct and indirect effectiveness were 0.316 and 0.044.While the other three factor-relationship trust,switching barrier, customer complaint only have direct affect to customer loyalty, the direct effectiveness were 0.147,0.163,-0.105.3. Statistical analysis also showed that t he loadings between latent variables and measured variables were statistically significant.There are six measured variables whose loading is maximum in its block.They are respectively the effect of t reatment,overall satisfaction, hospital reputation, technology replacer, direct complaint, the probability of repeat purchase.Their loadings are 0.827,0.832,0.839,0.842,0.846,0.851.ConclusionThis study not only summarized the influence factors of customer loyalty of hospital in theory, but also verify the assumptions between various factors and customer loyalty through empirical research. Meanwhile we calculated the effectiveness of different factors to customer loyalty.Weknowed that customer value is the maximal impact to customer loyalty, followed by customer satisfaction, switching barrier, relationship trust, and customer complaint. We should emphasize