運用MEC分析消費者醫療體驗價值

A Means-End Chain Approach to Analyze Patients' Health Experiential Values

醫療服務業目前除面臨市場的競爭之外，在體驗經濟時代下， ~南費者愈 來愈強調在清費過程中所成受到的體驗，醫病之間的關僻、必須要以體驗為基 礎來思考其經營的策略，而過去醫療服務業很少針對消費者體驗價值進行較 深入的研究，因此本研究運用MEC 方法來分析清費者的醫療體驗價值，希望 藉此凸顯體驗行銷的觀念對於醫療服務業的重要性。研究結果發現消費者重 視的醫療體驗價值分別為思考體驗以及行動體驗。在消費者醫療思考的體驗 價值方面， I 醫療設備」、「醫生專業程度」兩個體驗屬性會影響「病情有改 善」以及「醫學進步」兩項體驗結果，進而形成消費者的「思考體驗價 值」在消費者醫療行動的體驗價值方面， I 醫生的看診態度」以及「護理 人員的服務態度」兩個體驗屬性會影響「受到妥善照顧」的體驗結果，進而 形成消費者的「行動體驗價值」。

With the keen competition in the medical care service industry, along with era of the experiential economy environment, patients have become more and more concerned about the quality of services received while getting medication. As a result, the focus of the strategic formation for medical care institutions should be centered on how to provide patients with a better medical care experience . A review of the literature found that patients medical care experiences drew little or no attention from researchers in the past. This study conducted an analysis of patients perceived values from the perspective of their medical care experiences. With the approach of Means-End Chain MEC , the results of this study revealed that the concept of experiential marketing is applicable to the medical care industry. Both the experiential modules, THINK and ACT, were considered to be most important from patients viewpoints. From the perspective of THINK, the attributes of medical equipment and professions have contributed to patients perceived values of the degree of disease-cured conditions and the progress of medical care science. With regard to the concept of ACT, the positive attributes of doctors attitudes about diagnosis and the hospitals personnel services have resulted in patients perception of hospitals quality of treatments, and thus has led to the perceived values of positive physical experiences.