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KMID : 0614820010070010025
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Journal of Korean Academy of Nursing Administration
2001 Volume.7 No. 1 p.25 ~ p.40
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A study of the consumer
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Lee Mi-Aie
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Abstract
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As the medical market has gradually changed from supplier-centered market to consumer-centered one, it makes hospital managers seek the consumer’s satisfaction and the various marketing strategies for survival.
Under the these changes, this study was accomplished to measure the consumer’s satisfaction about the medial services which a general hospital provided, to identify the marketing strategies that a general hospital could establish for survival.
For these purposes, a questionnaire was developed and distributed to 200 patients in general units and 100 patients in oriental units of a general hospital in Seoul. Amont them, 163 reponses in and 71 reponses in oriental units were turned out to be useful. they were used for final analysis.
The results of the survey were as follows:
First, among all items of medical services which the hospital provided, patients were most satisfied by nursing services.
Second, to Improve the hospital’s medical service quality, it was very important for hospital staffs to be courtesy and to explain about a process of treatment or care sufficiently.
Third, to decrease cost of medical service, it was very important to develop the various items and premiums of medical insurance especially in field of oriental medicine.
Fourth, to make people come to the hospital easy, it was very important to fll utilize the public transportation such as subway.
Fifth, to make hospital’s image good, it was very important to develop well-prepared public relationship and to continuously provide the diverse medical service in the community
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KEYWORD
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consumer’s satisfaction, marketing strategies,
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