The Study of the Potential Factors of Patient’s Selection of Hospital for Medical Treatment -Based on the PZB Model of Service Quality

• Main Authors: HSU, SHU-MEI, 許淑玫
• Other Authors: Wei Yuan Wang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/74021526812434060459

碩士 === 實踐大學 === 企業管理學系碩士班 === 99 === With the development and competition of health care industry, health care service quality has become the important factor of the competition in health care industry. Since the launching of the National Health Insurance on March 1, 1995, national public health and welfare have been significantly improved, and people only have to pay a small and fixed amount of premium, they can select a hospital to purchase health care service whenever they need to go to a doctor. Bur for the hospitals, the health care industry is facing great challenges. The hospitals are forced to compete in terms of effectiveness and quality of their services in order to survive, respond to fierce competition and attract consumers. Therefore, in the field of health care, “health care service quality”has become an undeniable competitive factor and core competence. This study aimed at verifying the relative importance of each factor of health care service quality. According to PZB model of Service Quality and through conjoint analysis, the importance of each factor of PZB service quality was verified in order to provide hospitals with the elements necessary for the course of their operations. Besides, this study also aimed at understanding the differences between the real services actually offered by the hospitals and the ones expected by the consumers. Through the analysis of important performance, the IPA matrix of management was worked out in order to provide the managers of hospitals with important references for their improvement management of health care service quality in the future. According to the result of conjoint analysis, we find that when patients select a hospital for medical treatment, their priority in respect of service quality is reliability, credibility, responsiveness, empathy and then visibility. According to the result of analysis of important performance, we find that responsiveness and credibility are located in the 1st quadrant, and it is the point area of high importance and low performance and needs to be strengthened, that is, hospitals need to put the available resources into these two factors to obtain the patients’ reliance on the hospitals. Empathy is located in the 3rd quadrant of the analysis diagram, the area of low importance and low performance, that is, its importance of improvement is lower. Visibility is located in the 4th quadrant that means its importance is relatively lower and the managers of hospitals should decrease the resources invested in this factor of visibility to avoid excessive waste of resources because it may not meet the medical consumers’ expectations and awareness. Reliability is located in the 2nd quadrant, and it is the area of high importance and high performance and needs to be maintained, that is, this factor is the key factor that allows the hospitals to keep a successful business so that it needs to be maintained and further advocated.