A Study On The Relationship Between The Quality Of General Practitioners System Service And The Elements Of Brand Value

The general practitioners system service has spread in more than 50 countries and regions in the world,it promoted the rational allocation of health resources and effectively reduced the residents' medical cost.At the same time,it aslo can actively improve the health conditions and improve residents' life expectancy.In China,the aim of further medical health system reform is to safeguard and improve people's livelihood,to make sure anyone can enjoy basic health care services.With China's basic medical and health care system covering urban and rural patients gradually established,more and more community health service centers have explored and set up a new general practitioners services model,which is suitable for the local situation.As one of the first batch of pilot counties to implement the general practitioners system in Shanghai,the community health service centers of Q zone began to launch the general practitioners service brand since 2011.A strong brand can not only decrease the cost of consumer choice,but also can improve customer value.The development bottleneck which the basic medical and health of Q zone to face is how to build a strong general practitioners service brand.This paper studying the general practitioners system service quality for the promotion of brand value elements,is aimed at providing reference for its strong brand.This paper studying the action relations between general practitioners system service quality and constituent elements of brand value,is to provide some guiding suggestions for the development of the general practitioners system service.In order to study the mechanism of action between patients' perceived general practitioners system service quality and brand value elements based on the patients,this paper based on the service quality evaluation model of SERVQUAL scale,dividing the quality of service into tangible,assurance,empathy,continuity,reliability and responsiveness six dimensions to evaluate,in addition,the article also based on the research of the service brand value from Berry(2000),dividing the service brand value into brand awareness and brand meaning two constituent elements.On the basis of the above theory,according to the related theoretical analysis and discussion,put forward the relational model and hypothesis between general practitioners system service quality and brand value constituent elements.In the process of empirical research,this paper uses the questionnaire survey way to investigate the general practitioners sign patients of Q zone,the main content of the investigation including patients' basic information,patients' perceptive evaluation of service quality,evaluation of brand awareness and brand meaning.Using statistical software SPSS17.0and AMOS21.0 do reliability analysis,validity analysis,confirmatory factor analysis,factor analysis,correlation analysis and multiple regression analysis to the collected data,conclusions are drawn:(1)the general practitioners system service quality can be measured from tangible,assurance,empathy,continuity,reliability and responsiveness six dimension,the constituent elements based on the patient's brand value are brand awareness and brand meaning.(2)the service quality of empathy,continuity and tangibility has significant promoting effect to the brand awareness,and the reliability of the service quality,empathy,assurance and responsiveness to the brand meaning a significant role in promoting.(3)Revising the relational model and hypothesis between the general practitioners system service quality and brand value constituent elements according to the conclusion,at the same time putting forward the suggestions for building better service brand of the general practitioners system.