住院患者忠诚度及其影响因素的研究

目的了解住院患者忠诚度及其影响因素，为提供更高品质的医疗服务质量提供参考。方法通过方便抽样法抽取某三甲医院住院〉5d的患者281例，采用自行设计的问卷进行调查。结果71．5％患者愿意再次购买该医疗机构医疗服务，60．1％患者愿意向亲朋好友推荐；影响住院患者再次购买意愿的因素按影响大小排列为：诊疗水平、医疗费用、医院品牌、就医环境；影响住院患者推荐意愿的因素按影响大小排列为：诊疗水平、医院品牌、他人推荐、治疗效果。结论住院患者再次购买意愿高于向他人推荐意愿，影响忠诚度的因素多样；医院应加强患者感知服务质量的管理与控制，重视品牌管理，提高住院患者忠诚度。

Research on Loyalty of Inpatients and Its Influencing Factors

Objective To understand loyalty of inpatients in medical institutions and its influencing factors, and to provide reference for higher-quality medical service. Methods Through eonvenience sampling, a self-designed questionnaire was issued to 281 inpa- tients, who had been hospitalized in a top-notched hospital for more than 5 days. Results Of all the inpatients, 71.5 ~ were willing to repurchase medical services, 60.1~ were willing to make a recommendation to their friends and families. The factors influen- cing patients＇ intention to repurchase medical services were ranked in sorting as follows： the competence of correct diagnosis and treatment, the medical expenses, the reputation of the hospital, medical environment. The factors influencing patients＇ intention to make a recommendation were listed as follows in descending order： the competence of correct diagnosis and treatment, the repu- tation of the hospital, recommendations from others, treatment effectiveness. Conclusion Intention to repurchase medical services of the inpatients is prioritized to the intention to make a recommendation to others. The influencing factors of loyalty are various. In order to improve loyalty of inpatients, hospitals should manage the service quality perceived by the customers and attach importance to reputation building.