医院形象对顾客满意的影响研究

南京财经大学硕士学位论文医院形象对顾客满意的影响研究姓名：邓雷申请学位级别：硕士专业：企业管理指导教师：乔均2008-01-09AbstractWiththedevelopmentofChinasocialistmarketeconomicssystem,WTOandReformofhealthcaresystem,Inonehand,Moreandmorehomeandbroadcapitalinvestedinhealthcareindustry,thecompetitionofthehealthcareindustrybecameintensive.Inanotherhand,thewayofpeoplewhothinkaboutofhealthcarehadchanged.Basedonthosesituations,howtosatisfycustomerneedsbecamemoreimportantforhealthcareindustry.Facedthecompetition,hospitalaswellasotherorganizationshouldculturetheircorecompetence.Goodimageisthemostimportantvalueandintangibleasset.Forthecompany,companyimagebecamethekeyfactorforcompanytosuccessinknowledgeeconomics.hosipitalimageisthefurtherstudyofcompanyimagetheoryintheservicecompany,conjointwithcustomersatisfaction,thedissertationdiscusstheinfluenceofhospitalimageoncustomersatisfactionandhopetobenefitforhospitalimagemanagement.Thisdissertationreviewedthecompanyimagetheory,analyzedthesituationresearchofcompanyimageforServiceCompany,consideredthecharacterofhealcareindustry.Discussedtheconceptandconstructionofhospitalimage.afterthat,usedinductionmethod,statisticsanalyze,factorsanalyzeandmarketsurvey,constructedthemodelofinfluenceofhospitalimageoncustomersatisfacation,usedthedatafromsurveytotestandexplorethewayofhospitalimageeffectoncustomerandhowthefactorsofhospitalimagetooperateoncustomersatisfaction.Thestudyshowthatthehospitalimagecanevaluatethecustomersatisfactionfrommedicaltechnicalimage,medicalserviceimage,doctorandnurseimage,hosipitalreputation.themainconclusionarethat:themainfactorsofhospitalinfluenceoncustomersatisfactionaremedicaltechnicalimageandmedicalserviceimage;theinfluenceomedicaltechnicalimageoncustomersatisfactionaretechnologyimage,qualityimage,machineimage;theinfluenceofmedicalserviceimageoncustomersatisfactionareattitude,levelandmoralityinserviceprocess;theinfluenceofdoctorandnurseimageoncustomersatisfactionareappearance,qualityandbehaviors;theinfluenceofhospitalreputationoncustomersatisfactionarewell-knownandwell-reputation.Inaddition,theauthorsummedupthelimitationsofthisdissertationanditsprospect.KEYWORDS:Companyimage;Hospitalimage;Customersatisfaction11.119971152000211[J]20042046-4821.22070FroehlichGWelchHob3ISO9000(2001)200120022003(2000)2000(2002)2BakeR&StreatifieldJ,Whattypeofgeneralpracticedopatientsrefer?Explorationofpracticecharacteristicsinfluencingpatientsatisfaction[J],BritishJournalofGeneralPractice,1995(45):654-6593FroehlichG&SWelchH,Meetingwalk-inpatients'expectationfortesting,effectsonsatisfaction[J],JGenInternMed,1996(11):470.4,,[J],,2001(5)6-105[J],,2001(6)38-406[J],2002(9)15-197,[J],,2003(16)33-358,,,[J],,2000(6)21-249,,[J],,2000(7)42-4510,,,[J],,2002(11)53-5631.311,,..2003(7)15-1842000WTO51.412312361.51.172.1Moore19812.1.12050Swanson(1957)Martineau(1958)12.[J].,2002,(3).13Swanson,C.E.,Brandedandcompanyimageschangedbyadvertising,ADMAP,1957(26):302-31882050-60Newman,1953Boulding,1956Swanson(1957)Martineau(1958)Harris,1958Bolger,1959Bayton,1959Finn,1961Greenberg,1961Spector,1960)2070-80Kennedy(1977)Olins(1978)Bernstein(1984)Gray1986Dowing(1986)LemminkCardozo(1974,1975)Lindquist(1974,1975)14Martincau,P.,Sharperfocusforthecorportateimage,HarvardBusinessReview,1958(Nov./Dec.):49-5815Swanson,C.E.,Brandedandcompanyimageschangedbyadvertising,ADMAP,1957(26):302-31816Martincau,P.,Sharperfocusforthecorportateimage,HarvardBusinessReview,1958(Nov./Dec.):49-5817Kennedy,S.H.Nurturingcorporateimages:Totalcommunicationoregotrip,EuropeanJournalofMarketing1977(11):120-16418Olins,W.Thecorporatepersonality:AnInquiryintotheNatureofCorporateIdenity,1978,London,DesignCouncil19Gray.J.G.(1986),MangaingthecorpotateinageWestConnecticut,QuorumBooks9Oxenfeldt(1974,1975)8Burke1974Berry1975)20702090-2090Rynes,1991Dutton,1994Fombrun&Shanley,1990Whetten,1992Gioia&Thomas1996Fombrun,1997Andreassen&Lindestad,1998Nguyen,1998Leblanc,2001Williams&MoffiDeChernatony(1999)22LeBlancNguyen23BoyleEmilyTorWABodilLi20Lindquist,JayD.Meaningofimage,JournalofRetailing,1974(4):28-2921Oxenfeldt,A.R.Developingafavourablepricequalityimage,JournalofRetailing,1974(50):8-1422DeChernatony,L.Brandmanagementthroughnarrowingthegapbetweenbrandidentityandbrandreputation[J]JournalofMarketingManagement,1999(15):157-7923LeBlancNguyenCuesusedbycustomersevaluatingcorporateimageinservicefirmsAnempiricalstudyinfinancialinstitutions[J],InternationalJournalofServiceIndustryManagement,1996(2):4424Boyle&Emily,AnexperimentinchangingcorporateimageinthefinancialservicesindustryintheUK[J],TheJournalofServicesMarketing,1996(04):561025NguyenLeBlanc200226CarlosFlavián200527qJoseM2006282.1.2BoscarinoandSteiberChatterjee1984Puckett1985Sanchez1984Winston1984OkoraforGensch1978Hirschman1980Lane&Lindquist1988Lindquist19747525Tor,W.A,Bodil,Li,CustomerloyaltyandcomplexservicesTheimpactofcorporateimageonquality,customersatisfactionandloyaltyforcustomerswithvaryingdegreesofserviceexpertise[J],InternationalJournalofServiceIndustryManagement,1998(1):726NguyenLeBlanc,Contactpersonnel,Physicalenvirionmentandtheperceivedcorporateimage