Critical Factor of Women’sRevisiting Willingness OB/GYN Clinics Evaluation-Samples from OB/GYN Clinics at Kaohsiung City-

• Main Authors: Shiu-Wan Chang, 張秀婉
• Other Authors: Zai Chang Lee
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/45435590105760853747

碩士 === 國立成功大學 === 高階管理碩士在職專班 === 92 === When the consumer’s behavior is change fatly and in hospital health care behavior is orient to customer-oriented marketing. Early in1983 the cooperator NCR use the consumer health care decision model by thronging questionnaire from the USA’s people every year, to understand healthcare marketing how to effect their hospital choice behavior and the Doctor’s personal Image. In 1999’s research shows that “to create new customer cost 10 times then old customer”, the same year Taylor and Cosenza in the hospital shopping model choice model ( HSMCM ) research find that owing the environment change so fast it let so many hospital and clinics closed. And patient must to out shopping and the medical resource exhaust. We do not know how the future will be. However, to avoid investing money on purchasing the same medical equipment. Managed care has been considered as the effective weapon for controlling medical cost. The UK plans to transform basic medical groups to basic medical trust, which emphasizes family doctors, and encourage doctors to join a group practice so as to widely use basic medical equipment and Studying the key factors of the willingness of revisiting to. How can a local medical practitioner use the basic medical resource to create his unique words of mouth and an environment that patients will visit again? The research want to show that what factor is the key factor to let women wants to revisit the clinics when they need to be. The other purpose is avoid patients go to hospitals at other districts result of the medical equipment exhausts. The result of the study in the big Kaohsiung area, which has 11 administration districts. The author by thronging questionnaire and use SPSS to research What’s the key factors in people’s mind. If knowing what’s they wants they should be good for patients. And Using LISREL as the main model structure to evaluate and the result shows the overall model of this study is goodness of fit. Patients cannot accept being neglected (the willingness of revisiting is 0% using cross analysis). Prefer to cost more expensive to attack what they really want, so the convenience owing near of house not the key factor of choose hospital. Instead of the recovery’s attitude. And the cost of care becoming the finial choice. Can serve as a reference for practitioners to evaluate their medical service. It has a positive effect on patients as well as on doctors. Key Words：customer-oriented marketing ，Managed care，cost of care，perception quality，doctor’s personal image，health care complaint recovery，the willingness of revisiting，the cost of switching hospitals ，health care marketing