| Summary: | 碩士 === 元智大學 === 管理研究所 === 94 === For the implementation of many medical treatment policies such as national health insurance, dramatic changes bring impact to the medical environment, consequently, hospitals and clinics are confronted with unprecedented competition. Hospitals are actively developing various Self-Pay services, and the characteristics of these units, management system and operational strategy might bring influence on organizational development and operational performance. The customer source of Self-Pay service units is quite different, and as a result, different marketing models are developed, and the difference also has an influence on operational performance. This research studies Self-Pay service units of hospitals through these aspects of operation situation, supervisors’ perception, and operational strategy.
Self-Pay service units including health evaluation center, beauty center, nursing home, respiratory care ward, postpartum care of hospitals are chosen as the research subjects, questionnaires are distributed to people in charge of these units. 454 questionnaires were sent, 159 valid ones are returned, and the return rate for valid questionnaire is 35.48%. The content of the questionnaire covers characteristics of the unit, management system, resources interdependent extent, customer source, priority strategy, strategy category, environment influence perception, and performance evaluation etc. 8 items as the evaluation structure. The research results made by the study are:
1. the marketing and public relation activities of these Self-Pay service units can be categorized as conservative type, and it varies in terms of management system and customer source according to different characteristics of units.
2. the operational strategy of Self-Pay service units is mostly of defensive type and analyzing type, and the person in charge has certain different choices over their priority strategy according to unit category and hospital ownership;.
3. concerning operational performance of these Self-Pay service units, the performance of service quality improvement is the highest, the performance of profitability is the lowest, and it varies according to unit category and hospital ownership.
This study then raises recommendations based on the above research results, for reference by hospital operators in developing and improving Self-Pay services and management.
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