A Study of Medical Customer Value and Medical Care Seeking Behavior

• Main Authors: Chin-Wen Chang, 張瀞文
• Other Authors: Chih-Wen Huang
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/84826760987936320192

碩士 === 淡江大學 === 國際貿易學系 === 91 === Abstract : After the enforcement of National Health Insurance in March 1995, the Medical Care Market is becoming highly competitive. With more and more options, consumers in Taiwan are facing more choices when making decisions from a variety of medical services. Depending on the perceiving of quality, service, and value, consumers consider choosing the preferable place for the medical care. Therefore, providing the value what patients is becoming the key to maintain hospitals’ competitive edge. In past researches, perceived value can be divided into two categories - perceived benefit and perceived sacrifice. This study aims to explore the dimensions of medical customer value and patient''''s medical care seeking behavior. The use of demographics and medical attributes are tried to investigate the characteristics of medical customer value groups. The data were obtained from a stratified random proportional allocation sampling from the outpatients of physical therapy in Taipei. Several statistical inference methods are used to dissert the datum, such as factor analysis, cluster analysis, analysis of variance, discriminate analysis, canonical correlation analysis, and chi-square test. The results of this research are as follows: 1.Medical customer value groups can be divided into five dimensions- “the doctor- patient relationship,” “treating and counseling,” “treatment out of packet,” “for top outcome,” and “level- oriented” with following three groups. (1) Additional Counsel Group; (2) Total Consideration Group; (3) Middle Course Group. 2. Patient''''s medical care seeking behavior has significant effect on different medical customer value groups. 3. Patient''''s medical care seeking behavior is different because of ''''gender'''', ''''age'''', ''''marital status'''', ''''education attainment'''', ''''occupation '''', ''''monthly average household income'''', ''''administrative division'''', ''''the level of hospital '''' and, ''''specialty''''. 4. The distribution of different medical customer value groups have significant differences in ''''age'''', ''''education attainment'''', ''''occupation '''', ''''monthly average household income'''', ''''administrative division'''', ''''hospital type'''', and ''''medical utilization''''.