Customer Perception Research On Hospital In Medical Service

In recent years, China’s economy developed rapidly, the resident’s incomeincreased significantly, and dietary lifestyle changed. Accompanied by the continuedrapid growth of China’s economy, is the serious environmental pollution, the growth ofpopulation prevalence rate lead to the society and government health expenditureincreased year by year. Meanwhile, after the economic conditions have improved,people began to pursuit a high quality of life, and rapidly rose the spending on medicaland health care. Nowadays many people think that medical service is not only to curediseases in hospital, but also on the physical health of a person, such as counseling,early prevention of diseases before they occur. With the deepening of China’s newmedical reform and the socialist market economic system, the medical market changesin supply and demand, oversupply, and gradually from a seller’s to a buyer’s markettransition, the position of consumers shift from passive to the nearest or designatedhospitals to seek medical services to take the initiative to the free choice of hospitalmedical service. It is necessary for hospitals to make in-depth study of customers’requirement and their behavior mode, and to understand the stereotypes that customerschoose to buy. Only in this way, hospital can meet the expanding requirements ofcustomers, and achieve the purpose of meeting customers’ requirements dynamically.By research the theory and literature of medical services, stereotypes, attributionand consumer buying behavior, this paper put forward consumers’ stereotype to hospitaland the model of consumer buying. It point out that consumers’ stereotypes have greatimpact on consumer behavior in purchasing medical services. If the hospital change thestereotypes of the consumers by science on publicity, so that consumers feel theexpected return of its purchase of medical services has increased, thereby increasing theprobability of consumers to buy the purchase of medical services. Thesis by exploringconsumers’ stereotypes on hospitals and consumer purchase behavior, both a gameanalysis by Bayesian equilibrium theory, noting that before the medical consumerexperience, only hospitals consider its own sustainable development and long-terminterests of hospital stereotypes may change for the consumer to increase investment in publicity. Pointed out that after the medical consumer experience, the hospitalstereotypes of consumers will be corrected according to the consumer experience.This thesis surveys the majority of Internet users and the surrounding crowd byquestionnaires, analyzes consumer’s stereotypes to hospitals, uses principal componentanalysis to identify the dimensions of consumers’ stereotypes on hospitals, and usesindependent samples T-test to analyze the medical care experience on the influence ofvarious dimensions. The empirical analysis of consumers’ stereotypes about hospitalshows that, consumers’ experience about health care change consumers’ stereotypesabout the hospital’s image, technology, and learning dimension. But consumers’experiences do not change consumers’ stereotypes of the satisfaction dimensions onhospital significantly. Finally using principal component analysis method to obtain theconsumers’ individual factors constitute a dimension, combined with consumerscombined with dimensions of consumers’ stereotypes on hospitals, by stepwisediscriminate analysis method for analysis of factors influencing consumer perceptionhospital, calculating the impact of each factor on consumers ’ buying behavior.In allusion to quantitative analysis of the previous results, we propose measures forhospital to encourage consumers to form positive stereotypes, such as improving thequality of treatment technology; improving medical service attitude; improving the levelof medical convenience; perceiving the cost of medical clearly; enhancing consumersconcern about disease; establishing the reputation brand of the hospital; improving thehardware and software facilities of the hospital; enhancing a sense of socialresponsibility of hospital.