A Strategy Research On Service Of Physical Examination Process In The Perspective Of A Health Management Center Of A Large Public Hospital In Guangzhou-Based On Perceived Service Quality

Purpose:At present,there are some widely criticized disadvantages in the service of physical examination process in many large public hospital health management centers.How to accurately understand the potential needs of customers,and accordingly improve the quality of service is worth discussing.Therefore,this essay is to study the service quality of physical examination process in a health management center of a large public hospital located in Guangzhou,and to further explore the expected and the perceived service of customers,and discuss the gap between their expectation and perception based on Customer Perceived Service Quality Theory.Finally,it will put forward targeted improving strategy for the service quality of physical examination process in a health management centers.ContentFirst of all,collect indicators of service quality evaluation according to the relevant literature at home and abroad.Combined with expert advice,evaluate and modify indicators,and ultimately form a service quality questionnaire.Then survey a health management center of a large public hospital in Guangzhou City to explore the customer's service perception and analyze the relevant factors influencing perceived service quality.Finally,according to the relevant factors,put forward targeted service promotion strategies.Method(1)Literature analysis:through literature review,understand the research condition of health management services at home and abroad,explore relevant factors influencing service quality of physical examination process,collect service quality evaluation indicators,and finally form a item pool.(2)Semi-structured in-depth interview method:interview ten experts specialized in service quality of health management using semi-structured in-depth interview method,and ask experts to select and modify indicators provided,which form the basis of the final questionnaire.(3)Questionnaire survey:based on the five dimensions of the SERVQUAL model,develop a questionnaire.Conduct a survey among 250 customers of a large public hospital health management center to investigate the expectations and perception of the service quality.ResultCronbach's alpha result of expected service,actual perceived service,and perceived service quality are all higher than 0.9 which reflects high internal consistency,indicating that the survey questionnaire has a high degree of credibility.The five factors extracted in the factor analysis are roughly the same as those of the original design.There are significant differences in the age,occupation,income,type of physical examination and whether or not the first visit to the health management center in the five social demographic factors.Significant differences lies in the actual perception of service based on age and whether the first visit to this health management center,and also in perceived service quality based on education,occupation,income,and type of physical examination.The three indicators of expected service which got the highest scores are "the attitude of the medical staff',"the image of the medical staff" and "the obviousness of indicative signs".The two indicators of expected service which got the lowest scores are "whether the health care provider provides accurate service hour" and"whether the medical examination program can be completed within the planned time".The three indicators of actual perceived service which got the highest scores are "the image of medical staff',"information degree of health management center"and "advanced medical equipment".And the lowest score goes to "physical examination project can be completed within the planned time",and "initiative of the staff".The three indicators of perceived service quality which got the highest scores are "image of medical staff","information degree of health management center" and"advanced medical equipment",indicating that in these three aspects,the health management center provides customer with service which are better than expected.And the indicator of perceived service quality with the score is "whether the physical examination project can be completed within the planned time",followed by "health management center gives priority to customer needs".Strategy(1)focus on social demographic differences,promote personalize service;(2)identify the need to improve the indicators,improve the weak service.Conclusion:This paper adopts the evaluation system based on customer perceived service quality theory and SERVQUAL model.It is found that the reliability and validity of the evaluation system are in good agreement with the research hypothesis,which shows that the evaluation system has good applicability.This study further confirms the role and significance of customer perceived service quality theory and SERVQUAL method in the evaluation of medical service service,and can provide reference for other research in this field.25 indicators of perceived service quality in this study are all negative,indicating that there are gaps between the customer's actual perceptions and expectation in these 25 aspects.At the same time,some of the well-developed aspects of health management center are of little importance to customers.However,the health management care fail to meet the expectations of aspects that are highly valued by customers.This indicates that its direction of development differ from the expectations of the customer.The health management center should be aware of this difference,and continue to improve the service of physical examination process from customers' perspective..