臺東地區主要競爭醫院忠誠病人之區辨研究

Discriminant analysis of loyal patient between main competetive hospitals in Taitung.

黃志暉(Chih-Hui Huang)

指導教授 ： 張永源

高雄醫學大學/健康科學院/公共衛生學研究所碩士在職專班/碩士(2004年)

摘要

全民健保實施醫院總額制度以後，醫院為了維持利潤競相爭奪市場、擴大業績，結果卻消耗了彼此的點值與盈餘，所以醫院應該儘早跳脫『賽局困境』，進入協商合作的階段，才能永續經營。清楚界定彼此的市場區隔，是減少各醫院之間競爭的最好方法。而以忠誠病人作為市場區隔則是最簡單並立即可行的辦法，各醫院只要在現有的基礎上，努力鞏固既有病人的忠誠度便可以克盡其功。
本研究以臺東地區的三家主要競爭醫院門診病人為例，嘗試以統計學的方法找出三家醫院間忠誠病人的特質差異，並期望能以區辨方程式作為預測病人忠誠度的工具。研究的結果發現三家醫院忠誠病人的特質確實有一些差異：在人口學基本特徵方面，有職業類別、族群別、教育程度、信仰上的明顯差異；在就醫可近性方面，有居住地點、就醫時所使用的主要交通工具、就醫時交通上所耗費的時間以及整個家庭的全年收入上的明顯差異；在醫療利用情形方面，全年在醫院看診的次數、全年在該醫院看診的次數、本人或家屬是否曾經在該院住過院、是否有慢性病等項目，有明顯的差異；至於病人的就醫決策因素方面，三家醫院忠誠病人對於醫師素質、醫療可近性、醫療環境等因素的態度上也有顯著的差異。
可惜我們以上述調查資料進行區辨分析(Discriminant analysis)時，正確區辨這三家醫院忠誠病人的機率並未達到有實用價值的程度，但是我們堅信這個模式是可行的，只是因為我們尚未找到足以有效區辨的因素而已，這方面將有待日後的研究進一步的努力。
最後本研究也依據受訪病人對於這三家醫院的評價，提出行銷策略及改進方向的建言供這三家競爭醫院作為日後經營發展的參考。

關鍵字

鑑別分析 ； 區別分析 ； 區辨分析 ； 就醫選擇因素 ； 就醫決策因素 ； 市場區隔 ； 忠誠病人

並列摘要

Global Budgeting of Hospitals had been adopted to our National Health Insurance. In order to maintain their profit most hospitals have to expand their market and raise business competitiveness. But due to the cap on the budget of all hospitals, the reimbursement for every point they declared decreased a lot as well as their profit. So, all hospitals should try to avoid the so called “Game Strait” as soon as possible and cooperate with each other to continue and improve business.
Market segmentation strategy is the best way to reduce vicious competition between the hospitals. Among them, “loyal patient” is one of the simplest and most feasible ways. All we have to do is increase the loyalty of the loyal patient in hand. That doesn’t cost much.
In this research we tried to find out the differences between loyal patients of the three main competitive hospitals in Taitung by the statistical method. Our hope was to be able to distinguish them by discriminant functions. Eventually, we found that there are obviously some significant differences between them, i.e.: basic demographic characteristics (e.g. vocation, race, educational level, and religion), medical accessibility (e.g. dwelling location, vehicles they took, time consumed on the journey to the hospital, yearly income of the whole family), medical utilization (frequency to visit all hospitals last year, frequency to the favorite hospital last year, frequency of the family’s admission to the favorite hospital last year, had chronic disease or not). Considering the factors concerning hospital selection, there are also some significant differences between loyal patients of these hospitals, i.e.: physician factor, medical accessibility, and medical environment.
Unfortunately, the attempt to distinguish “loyal patients” of these three hospitals by discriminant functions has failed because of low accuracy forecast rate. However, we strongly believed that this model is eventually feasible. We merely have to find out some other variables that are more powerful and distinguishable them. That will be left for future research to struggle with.
Finally, after analyzing the appraisals by these “loyal patients”, we also gave some advice to these three main competitive hospitals as to improve their service quality and consumer marketing strategy. .

並列關鍵字

Discriminant analysis ； Loyal patient ； Concerning factors of hospital selection ； Market segmentation

參考文獻

參考文獻

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3.Guest L.(1964), Brand Loyalty-Twelve Years Later. Journal of Applied Psychology, 39:405-408.

4.Olsen J, Jacoby J.(1971), A Construct Validation Study of Brand Loyalty. Paper presented at 78th. Annual Meeting of the American Psycholociation Miami, FL. 1971.