A Study on the Relationship among Leadership Style, Hospital Marketing and Customer Satisfaction--Taking Health Care Providers in Central Taiwan as the Example

• Main Authors: Chia-Chin Wang, 王家慶
• Other Authors: Yun-Hua Su
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/pdve67

碩士 === 靜宜大學 === 管理碩士在職專班 === 97 === Abstract With the increasing older population and attention to health issues, the medical services provided by hospitals and clinics become comparatively more important. In Taiwan, hospitals and clinics can be divided into four major categories - “medical center”, ” regional hospital” , “local hospital” and “local clinic”. Whatever category the hospital or clinic falls into, leaders often influence the care service to be provided through their leadership style. The study carries out questionnaire surveys to research the relationship between the leadership style and the hospital marketing . Furthermore, to investigate if the hospital marketing and customer satisfaction have influence on each other, the study also takes the customer satisfaction into the frame of investigation. The study involves three processes. Firstly, a questionnaire survey targeting hospital staff was conducted to identify if there is a two-way relationship between care service, public relations and the leadership style. Secondly, the study conducts a questionnaire survey with patients and their family members as subjects to understand if there is a two-way relationship between the medical service and the satisfaction of patients and their patient’s family. During these two processes, the relevancy among constructs and difference among constructs are computed through the use of gap analysis, factor analysis and regression analysis. In the third stage, through gap analysis and factor analysis, the questionnaires from respondents of hospital employees and those returned by patients and their family are integrated to obtain a total perception if respondents and types of hospitals or clinics have a significant influence on the construct of care service. The results indicate that hospital and clinic leaders tend to have a significantly different caring leadership. As to the construct of care service, employees in the medical centers have a certain level of psychological sense of community with respect to the size of hospital or clinic. However, from the standing point of patients and their family members, hospital or clinic size is not what they care the most. Instead, the patient’s internal feeling is the most important to some local hospitals and clinics. Thus, how to make patients and their family members feel being valued and well attended should be the issue that hospital or clinic leaders need to address, and it can also lead to advantage over the competition. Keywords: leadership style; hospital marketing; care service;public relations; gap analysis