Studying Of Health Care Service Encounter Satisfaction Based On Consumption Emotion

Health care is a highly specialized service. In the 21st century, the key to the innovation of hospitals is keeping patient-centered in mind, and truly taking the customers as the service objects. The concept of "customer satisfaction" is increasingly emphasized by the medical field. Under such circumstances, how to improve the satisfaction of patients is increasingly becoming the focus of theory horizon and practice horizon.This article elaborates the formation mechanism of service encounter satisfaction from the cognitive and emotional perspective; meanwhile, it investigates the relationship among the quality of service encounter, consumption emotion and the satisfaction of service encounter during the consumption of hospitalization. After defining the study objects, this article has a literate review on several theories, such as the quality of service encounter, customer consumption emotion, and customer satisfaction. Secondly, this study is conducting the research design and measuring the variables combining the interviews on doctors and patients. Thirdly, after finishing the questionnaire, this article constructs the study model and hypothesis in the basis of factor analysis. Then, this study is using statically analysis software SPSS13.0 and AMOS7.0 to verify the model and hypothesis. The final part of the article is a conclusion about the study, and also including some proposals about how to improving the service quality of hospital.The structure of this study ultimately verifies the conception of the research and the related hypothesis. The main conclusions of the study are as follows:①the quality of service encounter in hospitals includes three factors——the quality of service encounter oriented by environment, oriented by doctors, and oriented by nursing staff respectively; and there is mutual influence among these three factors;②consumption emotion includes two factors: positive consumption emotion and negative consumption emotion. In the process of service consumption in hospitals, customers will experience these two emotions simultaneously, and negative consumption emotion has a reverse significant impact on the positive consumption emotion;③the perceived quality of service encounter oriented by doctors has a significantly positive impact on positive consumption emotion. The perceived quality of service encounter oriented by environment and oriented by nursing staff has a direct negative impact on negative consumption emotion;④the perceived quality of service encounter oriented by doctors and nursing staff respectively has a direct positive impact on the satisfaction of service encounter, yet the perceived quality of service encounter oriented by environment effects on customer satisfaction through positive consumption emotion;⑤both the positive and negative consumption emotion has a significant impact on customers, but the impact on the customer consumption from positive consumption emotion has a superior effect than negative consumption emotion.