A Study of Hospital Image Positioning for Six Hospitals in Kaohsiung city --- An Application of Correspondence Analysis

• Main Authors: KOU-FUNG WU, 吳國芳
• Other Authors: LIH-WEN MAU
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/98390076584328319573

碩士 === 國立高雄醫學大學 === 公共衛生學研究所碩士在職專班 === 90 === Abstract Purpose The purpose of this study is to realize the hospital image positioning of six Kaohsiung’s Hospitals and the difference of hospital image positioning between public hospital and non public hospital in the same area. Special field image positioning is another feature of this study. Method and material The samples of this study are form O.P.D. of six Kaohsiung’s Hospitals. It belongs to primary data analysis and cross section study. There are 18 attributes of the whole hospital image positioning and 23 attributes of the special field image positioning. The technique of statistics includes correspondence analysis, T-test, ANOVA, cross table etc. Result This study shows that there are 3 hypotheses being right. First, the correspondence analysis is a good method for hospital image positioning. Secondary, there are difference between the public and non-public hospital in the hospital image positioning. Third, the special field image positioning is significant difference within and between hospitals. Among the total scores of whole hospital image, the Ta-Tung hospital is the highest one otherwise the Women and Children general hospital is the lowest one. There are significant difference among each hospital and attributes on the perception map of correspondence analysis. The Veterans general hospital is close to the Yuans’ hospital and both of they are close to features of No.9 (building and design of hospital), No.10 (inside environment of hospital) and No.11 (advanced equipment). Both of No.1 (convenience of public traffic) and No. 2 (easy for parking) features are far away from every hospital that reveals the traffic problems being bad for all hospital. The highest one of special field feature scores is Kaohsiung Medical University and the lowest one is Min-Sheng hospital. Because of overlapping on the perception map, the Veterans general hospital and the Yuans’ hospital have the same special field image positioning. The Kaohsiung municipal Women and Children general hospital has a independent special field image positioning because it close to features of No.10 (Breast cancer), No.12 (Obstetrics) and No.13 (Pediatrics) only. Open brain (No.6) and open heart (No.7) are far away from every hospital so both of they are not familiar to people. Conclusion and Suggestion This study not only let us to known what features of six hospitals in Kaohsiungs’ city but also can offer healthy policymaker, hospital manager and later studiers a good idea for doing something. Key word: Hospital image positioning, Correspondence analysis