Research On Consumer's Behavior In Choosing Hospital Of Medical Service

With the development of Chinese market economy system, medical market has changed quietly from seller's market to buyer's market. Due to the change of supply and demand relations, patients'behavior have been changed from seeking medical service to choosing medical service. Hospitals have to lucubrate customers'requirement and their behavior mode, and understand specific circumstances and deep reasons of customers'purchase choices. Only in this way, hospitals can meet customers'requirements and explore customers'requirements further, in order to meet dynamic customers'requirements.Without considering medical insurance, the author study on individual consumers'behavior of choosing hospital, study on related factors of choosing hospital and choosing results of consumers'behavior. Take these as the starting point of studying consumers'of choosing-purchase behavior to In-depth understanding of consumers'requirements.Firstly, on the basis of extensive reading and In-depth summary of domestic and foreign related literature, related factors of consumers'behavior of choosing hospital was identified. The second, Using discussion of focus group, 18 related factors were identified, and a surveying questionnaire was designed, and pre-research was completed. Base on the results of pre-research and the opinions of experts, the surveying questionnaire were modified. The factors that affect choosing was divided into five categories: hospital treatment level; the attitude of hospital staff; hospital convenience level; the level of medical fee; personal understanding of the disease and attention to health. Influence of 5 dimensions to consumers'behavior of choosing hospital was mainly considered. In the surveying questionnaire, variety results were designed for consumers'behavior of choosing hospital, and other affecting factors. Using accidental sampling method, released 130 surveying questionnaires near the college campus and some companies near the college. After recovering the surveying questionnaires, first-hand information for related factors of consumers'choosing hospital was collected. By analyzing samples, based on the results of survey data, the author analyzed reliability and validity of 5 main factors in surveying questionnaires. For men and women group, factors are selected to T test. Correlation analysis was completed for consumers'choices results and the 5 factors, and statistics about choice results was obtained.According to data analysis results, nearly half of consumers choose to buy medicine themselves instead of hospital treatment when requirement was confirmed. When consumers are choosing hospital, others'advice is the main influence factor for searching hospital information. Sometimes a good reputation is far better than a good advertisement. When a project is assessed, consumers have the maximum demand to medical service level. The Second is diagnosis and treatment level. The third is hospital convenience level. In the process of medical service purchasing, individual concern that if they obtain enough respect, medical staff appearance and attitude, hospital sanitation etc. Mainly by using function quality from the treatment process, Post-purchase evaluation can be used to evaluate Hospital quality of service.