Empirical Research On Customers' Satisfaction Measurement In Modern Hospitals

At present, the medical service market competition is increasingly intense, the patient unceasingly enhances to the medical service request, the government further enlarges to the supervising and managing dynamics in the medical service industry, "patients' satisfaction " has been bought into line with the hospital management appraisal target. The investigation and the appraisal on the hospital customers' satisfaction has become an important job, which the modern hospital must do to improve and to enhance the medical service grade of service.This research is for the purpose of discussing the hospital customers' satisfaction measurement model and index system that suit the medical service characteristic, and discusses individual attribute's influence on the hospital customers' satisfaction.The research objects are the DY hospital in Hubei Province, empirical Research is done by taking randomly 50 outpatients, 125 in-patients and 50 hospital's staff as a sample in a hospital. The medical service grade of service weight construction surface and the measure quantity table are constructed by seven items including the environment facility, the flow efficiency, the service attitude, the process of diagnosis and treatment, the medical expense, the medical ethics and the service result, investigating the patients' satisfaction at seven medical service items, the degree of patients' attention, as well as the patients' satisfaction that hospital staff feel. The statistical methods in the research include: reliability analysis and frequency distribution, descriptive statistics, correlation analysis, independent-samples t test and one-way analysis of varianceResearch conclusion is as follows:1. Demography characteristics, such as outpatient's age, sex, education level, medical expense source, has no affection on the satisfaction of each item in the medical service.2. The in-patient's age, the sex has no affection on the satisfaction of each item in the medical service. But the education levels have notable influence on service attitude,the medical expense, he service result degree of satisfaction, its characteristic is that the satisfactory degree of inpatient drops along with the raising of cultural level. Moreover, the different source of medical expense has notable influence on the satisfaction of service attitude and the service result; the satisfaction of the patients who doesn't pays any expense is highest, the satisfaction of the patients who pays own expense is lowest, the satisfaction of the patients who have medical insurance is highest.3. The outpatient's satisfaction is lower than inpatient's, the patients' satisfaction that hospital staff feel is lower than the actual patients' satisfaction. The patients' satisfaction that medical personnel feel and that of the administrative personnel feel are almost same, but they only have the difference in an environment facility.4. Both the outpatients and the inpatients are most unsatisfied at the medical expense and the flow efficiency. All the patients take much count of each item of medical service, the degree (5 scores system) is larger than 4.5.In medical ethics, the outpatients' satisfaction and attention degree have very strong positive correlation (r= 0.847), that is, the more the attention degree, the more the satisfaction. The inpatients' satisfaction and attention degree have positive correlation in the service attitude, the process of diagnosis and treatment, the environmental facility and the medical ethics, the former two has stronger positive correlation(r > 0.6), the two latter are weaker (r < 0.3).6. The total (synthesis) satisfaction that is obtained by adding and averaging the investigated items (arithmetic mean value) is more reliable than that by the direct investigation, because the standard deviation of the latter is two times above former, namely 1 the divergence of the latter is large, and its representation is bad.According to the conclusion of this research, the following suggestion may be given as the reference to the hospital management:1. As the customers have the lifelong "value" to the hospital, in order to enhance the market competition strength, we should pay attention to customers' satisfaction measure so to master the direction of improving medical service quality, unceasingly enhance the customers' satisfaction, subsequently enhance the customers' loyalty, thus gains more customers' "share", raise social benifit and the economic benefits of hospital.2. From the implementation strategy of the customers' satisfaction, for the items that have the positive relevant we may raise the satisfaction by raising patients' attention degree and perception quality; for the items that have not the positive relevant we may raise the satisfaction only by raising patients' perception quality because raising patients' attention degree do not take any role.3. Put the idea " everything is central with patient " to the practical action, establish a perfect medical trouble communication system and special complain accept organization, eliminate the unsatisfaction of patient in time, found harmonious medical trouble relation.4. Optimizing service process, raising cost transparency, collecting fees reasonably, offering "convenience, efficiency, excellent quality and safe, suitable price " medical service.5. Implementing customer relation marketing, such as the outpatient should be "treated impartially", the inpatients should be "treated differently", especially we should use the corresponding relational marketing strategy according to the inpatient's education level, enhancing the patients' satisfaction and loyalty to the hospital.