| Summary: | 碩士 === 國立高雄科技大學 === 行銷與流通管理系 === 107 === The national health insurance system implemented in Taiwan since 1995 is well-known all over the world. The 24-hours of full-time, rapid and easy medical treatment, extremely low medical burden and excellent quality medical services have not only to benefit the whole people but also completely changed the medical ecology of Taiwan. Taiwan’s medical industry is facing a constant change in the health care system and the increasingly complex competition in the medical service environment Regardless of the size of the medical institution, it is essential that how to do well in market segmentation, product positioning, and how to provide customer value for patients is the first priority to establish a good medical relationship and improve patient satisfaction. Because the stability of performance requires the continuous return of the visit back patients, and the growth of performance depends on the increasing number of patients, therefore, the medical institutions must be the most effective use of various medical resources in the operation strategy and implementation. In order to make more profits in the rapidly changing medical market, we should pay more attention to medical marketing, medical service quality, hospital brand image, customer relationship and so on, Thereunder, Based on the marketing perspective, this study explores the key factors influencing the patient’s return visit, and to understand the bases and conditions for patients to choose medical treatment.
This study used the Delphi method and the hierarchical analysis method as the research method, and distributed questionnaires to 30 experts and scholars in the medical fielde to fill in the form of multi-round discussion, based on the literature review data we established the testing criteria. It summarizes and screen out the key factors affecting patient’s return visit. The results obtained can be used to establish a critical factor model for influencing patient’s return visits and to provide a reference for the operation of the medical institution.
The study found that the first two rounds of the questionnaire were studied by the Delphi Method. The top five key factors affecting the patient’s willingness to return to the clinic were “good physician’s Skill, “physician’s friendly service attitudes” and ”significant therapeutic effectiveness”. “respect for patient’s privacy” and ”good physician’s ethics”. In the final round of the questionnaire, the Hierarchical analysis method was used. The results showed that the top five factors most affecting the willingness to return to the clinic were ”good physician’s Skill”, “Technology of Medical Devices” , “significant therapeutic effectiveness” , physician’s friendly service attitudes” and “good physician’s ethics. “Where the replacement of the “Respect for Patient Privacy” option by “Technology of Medical Devices” which means whether the diagnostic equipment, medical equipment and other software or hardware measures are modernized and technological, and have a great impact on patients’ willingness to return. Today, the medical industry is facing rapid growth in supply, the scale of operations is becoming larger and the operating costs are rising. Only by paying attention to medical marketing to improve the quality of medical services and reinforce the relationship between doctors and patients can we retrieve patients and increase their revenues in order to sustainable operating.
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