| Summary: | 碩士 === 嘉南藥理科技大學 === 醫療資訊管理研究所 === 97 === 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.
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