The Influences of Music and Scent at Dental Clinic’s on Patient Waiting Behavior

• Main Authors: Chun-MaoLee, 李俊茂
• Other Authors: Tung-Chun Tsai
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/20655551409983214022

碩士 === 國立成功大學 === 高階管理碩士在職專班 === 98 === After a few years of the honeymoon period of full implementation of health insurance, dentists are faced with the fact that each year more and more new dentists are entering the health care profession and share the market, as well as the fact that due to the increasingly heavy financial load, the health care authority began to control health care cost or expenses, on the basis of the implementation of global dental budget or quota, and the implementation of the analyses through various indicators of health care payment on the medical model. Under the limited health care revenue, dentists have to put the medical market at their own expense to create more profit. Strategically, dental clinics must place emphasis not only on medical quality but also on doctor-patient relationship, to promote patient satisfaction, and to create a high-quality medical environment. There are studies indicating that the substantial health care environment can be used to create the appropriate physical environment for customers and staff in their feelings and interactions. Besides, the design of service environment settings can also help enhance service access and increase productivity, so strategies of hospital management must not only intensify its balance of quality and cost-effective enterprise management, but also actively encourage the benign interaction with customers, thus patients will have a good feeling and then take the initiative to treatment. However, many studies show that the smell and music in the service settings can influence the mood and the satisfaction of both staff members and consumers. This study explores the effect of the music and smell under various situations on the behavior of patients in the dentist waiting room, aiming at studying the effect of different music and scents on time perception and mood of patients in the waiting room in which patients tend to experience displeasure and irritability due to long waiting, and further explore the effect of time perception and mood of patients on their satisfaction, to serve as reference of market assessment and marketing strategy for dental clinics, hoping to bring new dental clinic opportunity. This study was conducted in a dentist's waiting room in Tainan City, with a total of 150 people as a sample a day, under different smells and music combinations at different time periods. This study consists of four groups (2x2), in addition to a control group with no smells and music provided, so there are a total of five groups to be analyzed. Dependent measure is the data collected from questionnaires filled out by patients after 5 minutes of waiting, to identify the most appropriate scents and music in a dentist waiting room.