4C营销理论在门诊护理管理中的应用

目的通过应用4C营销理论，切实了解门诊患者的护理服务需求，改进门诊服务流程，提高护士的工作热情及服务质量。方法采用4C营销理论的理念，从服务营销的角度对门诊护士进行管理比较应用前后，护士技术操作及专业知识的变化及患者和医生对门诊护理的满意度。结果应用4C营销理论前后的各项指标有明显变化，护士技术水平和专业知识的考核合格率应用前为88．89％，应用后上升至100％，两组比较差异有统计学意义（x2=4．04，P〈0．05）；医师对护士的满意度在应用前为68．8％，应用后为86．4％，两组比较差异有统计学意义（x2=9．81，P〈0．05）；患者对护士工作满意度应用前为79．7％，应用后为95％，两组比较差异有统计学意义（x2=9．816，P〈0．05）；患者对护理工作的年投诉率由3％下降至0％，前后对比明显降低。结论应用4C营销理论进行门诊护理管理，可以提高门诊护士的工作积极性和专业技术水平，改善医护及护患关系，为患者提供高质量、人性化的门诊护理服务。

Application of marketing theory of 4Cs in outpatient nursing management

Objective To study the outpatients need for nursing service using the marketing theory of 4Cs so as to improve nursing service process and largely motivate nurse work passion and quality enhancement. Methods We used marketing theory of 4Cs and carried out nurses management from the perspective of service marketing. Then, the nurses＇ technical operation, professional knowledge, doctors＇ satisfaction for nursing were compared before and after implemented the 4Cs management. Results Before and after the application of 4C marketing theory, indexes were changed, nurses＇ technical level and professional knowledge examination pass rate was improved from 88.89% to 100%, and the difference was statistically significant （X2 =4.04,P 〈0.05） ;doctors＇ satisfaction for nursing was improved from 68.8% to 86.4%, the difference was statistically significant （x2 =9.81, P 〈0.05 ） ; patients＇ satisfaction on nurses＇ job was improved from 79.7% to 95% , and the difference was statistically significant （X2= 9. 816, P 〈 0. 05 ）. Patients for nursing care the complaint rate decreased from 3% to 0%, before and after the apphcation of 4C marketing theory. Conclusions Marketing theory of 4Cs applying in outpatient nursing management play a important role in improving nurses＇ motivation and nursing ability, improving the nurse-doetor and nurse-patient relationship. It can promote to provide high quality and humanization of outpatient nursing services for patients.