English  |  正體中文  |  简体中文  |  Items with full text/Total items : 18369/20625 (89%)
Visitors : 16457663      Online Users : 190
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: https://ir.cnu.edu.tw/handle/310902800/22892

    標題: 醫院門診服務體驗內涵與市場區隔
    Exploring the Experiential Contents and Market Segmentation of Hospital Outpatient Services
    作者: 陳壹琮
    貢獻者: 翁瑞宏
    關鍵字: 體驗行銷
    Experience Marketing
    Healthcare Marketing
    Strategic Experiential Modules
    Importance-Performance Analysis
    Market Segmentation
    日期: 2009
    上傳時間: 2010-06-09 09:17:03 (UTC+8)
    摘要: 近來醫院間高度的競爭,使得醫療行銷已成為醫院經營管理時不可缺乏之要素。然二十一世紀已進入體驗經濟的時代,體驗行銷已經成為行銷領域中盛行的行銷手法,體驗的創造與建立為行銷的核心價值,而不再只是以銷售產品或服務為主軸。因此本研究試圖探討病患使用醫院門診服務時所產生之體驗內涵,並以體驗行銷觀點來進行市場區隔。
    Healthcare marketing has become the indispensable component of hospital management in the highly competitive healthcare industry. However, the 21st century is the era of experience economy and experience marketing has become the prevailing way of marketing. Experience marketing focuses on customer experience creation and establishment instead of selling products or service. As a result, this study attempted to explore the content of hospital patients’ experience in the process of outpatient service, and segment the hospital OPD market by the view of experience marketing.
    This research selected OPD users of a regional hospital in Tainan as samples and adopted questionnaire survey that is designed from strategic experiential modules to collect research data. After using confirmatory factor analysis to examine the construct validity of our research questionnaire, we used descriptive analysis, One-Way ANOVA , Importance-Performance Analysis (IPA), and cluster analysis to analyze data.
    Results of this study showed that act experience ranked highest in relation to the perception of the experience and feel experience was considered the most important. In addition, IPA indicated that “sense experience”, “feel experience” and “act experience” fell in the “Keep up the good work” quadrant and “think experience” and “relate experience” fell in the “Low priority” quadrant. Cluster analysis showed the hospital OPD market could be divided into “Low demand for experience”, “high gap in experience” and “high demand for experience” market segments separately, and market segments were significantly different from each other in age, marital status, occupation and treatment department.
    In conclusion, the hospitals have necessity of developing experience marketing and should see “sense experience”, “feel experience” and “act experience” as important dimensions of experience modules in the future. Hospital’s managers have to regard patients of “high gap in experience” segmentation as the most important customers and the “high demand for experience” segmentation should be considered as the next in importance. According to different needs of different segments, hospitals should provide different kinds of experience marketing strategies for different segments, and then patients will obtain the experience content which they really want.
    關聯: 校內一年後公開,校外永不公開,學年度:97, 133 頁
    Appears in Collections:[醫務管理系(所)] 博碩士論文

    Files in This Item:

    File Description SizeFormat

    All items in CNU IR are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback