醫院品牌權益衡量構面之研究

Abstract

在健保體制與醫療體系的改革下，醫院所面臨的產業環境是日益開放與競爭，導致醫院經營受到了嚴重的考驗，勢必將漸漸走向醫院品牌建設的經營方式。醫院品牌的經營會有利於提高服務品質和醫院形象，進而建立穩定的患者群，能有效維持醫院穩定的成長，更能強化醫院本身的兢爭優勢，當病患在消費醫療服務時能扮演著領導的作用；況且，對病患而言，一個具有優勢的醫院品牌代表著一種醫療服務的“再保證“，更是他們尋求醫治最安全與最安心的處所。有感於台灣現階段對於醫療產業有關醫院品牌權益的研究相對闕如，本研究參考國內外及一般服務性產業之相關文獻並與醫療產業特性相結合，找出可能影響醫院品牌權益的衡量構面，提出影響性假設，期望了解醫療顧客對於醫院品牌權益相關概念之認知，以及各衡量構面對於醫院品牌權益的影響程度；另一方面，考量醫療產業存在不確定性，且大多數文獻並未探討不同顧客特質可能造成認知上的差異，本研究特別針對不同顧客特質進行深入探討，提出差異性假設，以了解不同特質之醫療顧客對於醫院品牌權益之認知是否存在差異。 本研究採橫斷性研究方法，針對台北市七家醫學中心之門診病患進行問卷訪談，調查期間為2010年3月29日至4月29日止，總共蒐集了519份有效問卷。採用多元迴歸分析以建立醫療顧客對於醫院品牌權益衡量構面之模式，經由變異數分析了解顧客特質和醫院品牌權益衡量構面之相關性，並更進一步透過不同顧客特質之樣本區隔再次進行多元迴歸分析。 本研究得到以下重要結果： 1.忠誠度、知覺價值、品牌聯想及智慧資本對於醫院品牌權益有顯著性的影響力。 2.知名度及知覺品質對於醫院品牌權益並沒有顯著性的影響力。 3.醫院品牌權益六個衡量構面中，以知覺價值與智慧資本對於醫院品牌權益具有較大的影響力。 4.顧客特質中以年齡、教育程度、個人月收入、是否第一次就醫、每年平均就醫次數的不同等特性，確實會造成民眾對於醫院品牌權益六個衡量構面的認知與表現有所差異；而性別的不同並不會造成民眾對於醫院品牌權益六個衡量構面的認知與表現有所差異。 在一般服務產業有關品牌權益之研究結果發現為，知覺品質對於品牌權益存在著顯著性的影響，然而在醫療產業中並非如此；本研究針對醫療顧客對於醫院品牌權益六個衡量構面認知之研究結果為，知名度和知覺品質對於醫院品牌權益並沒有顯著性的影響，此一結果與大部分國內外相關研究結果一致。在顧客特質方面，本研究發現中低年齡族群較重視知覺品質，中高年齡族群較重視品牌聯想；教育程度為高中(職)以下族群較重視知覺品質和品牌聯想，而大(專)學以上族群較重視智慧資本；個人月收入為中低收入之族群則較重視知覺品質和品牌聯想；不是第一次就醫之族群相較於第一次就醫之族群更重視品牌聯想；平均每年就醫次數較頻繁之族群較為重視知覺品質，而平均每年就醫次數較少之族群則較重視品牌聯想和智慧資本。本研究結果盼能提供作為各家醫院著手進行醫院品牌經營之整體行銷策略的方針及參考依據。

Under the reform of health insurance system and medical system, the hospital facing the industrial environment is open and competition day by day, leading hospital management has been severely tested, it will gradually build towards the mode of operation for the hospital brands. Hospital brand management would be beneficial to improve service quality and hospital image, then establish a stable group of patients, and it is able to maintain stable growth of the hospital, strengthen the hospital's advantages of competition, play the leading role when the patients in the consumer health care services; Moreover, the advantage of a hospital brand represents one kind of healthcare services’ 'reassurance' for patients, it is also where they sought medical care the safest and most reassuring. Responding to the relative lack of the studies on brand equity in the medical industry at this stage for Taiwan, the study refers related literature from domestic or foreign and the general service industry and further combined with the medical industry characteristics, for finding that may affect the determinants of brand equity of hospitals, proposing the influential assumptions, in order to understand the cognition of regarding the hospital brand equity and related concepts of medical customers, as well as the influence of each dimensions on the brand equity of hospitals. On the other hand, considering the uncertainty of medical industry and few of discussions on different customer characteristics this is possibly able to create in the different cognition, this study particularly aims at the different customer characteristics to carry on a thorough discussion, proposing the differencial assumptions, in order to understand the difference about the cognition of brand equity of hospitals between different customer characteristics. The study is a cross-sectional survey, using questionnaire survey methodology, and took place from Mar 29, 2010 to Apr. 29, 2010, totally, We got 519 complete and valid data. Using the analysis of variance and multiple regression modeling to test and verify our hypotheses. The important results of this study are the following: 1.Loyalty, Perceived Value, Brand Association and Intellectual Asset for the brand equity of hospitals have significant impact. 2.Awareness and Perceived Quality for the brand equity of hospitals does not have significantly impact. 3.In the six determinants of brand equity of hospitals, Perceived Value and Intellectual Asset for the brand equity of hospitals have a large influence. 4.Customer characteristics in age, educational level, personal monthly income, if the first treatment, the average annual number of visits can truly cause the different cognition of brand equity of hospitals ; But the gender will not cause the different cognition of brand equity of hospitals.