形象醫院定位調查－－以嘉義某區域醫院為例

The Image of the Hospital Positioning Survey-A Regional Hospital in Chiayi

隨著民眾消費意識抬頭，對於醫療品質的要求亦隨之提升，醫療產業生存日趨嚴峻。各家醫院在永續經營前提下，醫療服務行銷與品牌建立變得極為重要，故本研究欲了解地區內民眾對於本院形象定位看法，作為日後醫院發展特色醫療與行銷之依據。本研究分為六大構面，分別為環境硬體設備、看診服務、就醫指引與服務、醫護專業品質、病人就醫權益、病人忠誠度，研究對象是以隨機取樣曾至本院就診之民眾，受訪對象共79位，回收60份，回收比率76%。研究結果發現，以男性、30歲以下且教育程度為高中（職）之族群，對於環境硬體設備構面呈現滿意比例較高，且達顯著性；就醫指引與服務構面，已婚且教育程度為高中（職）者，較滿意且現顯著差異；病人忠誠度部份並未有明顯差異，但顯示年齡為51歲以上且已婚，教育程度越低者，對於醫院之忠誠度越高。嘉義地區老年人口居多，從研究結果顯示本院在高齡人口的照護獲得民眾信賴，成為高齡人口就醫優先選擇，儘管如此，還是有部分構面分數呈現較為薄弱，如就醫流程指引、掛號等候時間為本院急欲改善之問題。

Rising in Consumer Awareness, people requirements for the high quality medical care. There is cause hard to management for medical industry. The marketing of medical services and brand building is more important for hospital sustainable management. We should to know the hospital image positioning in this area for the basis of future development of the hospital specialty medical and marketing. The research wants to understand the positioning of ours hospital in the citizen opinion. We developed a structured questionnaire as the tool of measurement. The Dimensions include the hardware, services of medical, giving directions and attitude of service, teamwork, the right of seeking medical care and patient loyalty. Stratified random sample of 79 patients receiving care in the past. Effectively taken into account in 60 questionnaires to 76%. The result we found the significance of agreeable cases about the hardware crossed male and age under 30 years old, the level education of senior high's population. The significance of agreeable cases about giving directions and attitude of service crossed married and the level education of senior high's population. Even no significance about patient loyalty, but we found the age over 50 years old and married, the level education under junior's population have high patient loyalty.In Chiayi, there have majority elderly population choose priority our hospital, if they need. Nevertheless, some parts still showed weak just like medical treatment guidelines and wait long time of outpatient, these problems are improving now in our hospital.