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KMID : 1138720060320020094
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Korean Public Health Research
2006 Volume.32 No. 2 p.94 ~ p.104
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Strategies for Reinforcing Competitiveness through Knowledge Hospital Management -Focused on knowledge about the satisfaction of inpatients and outpatients-
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Lee Kyun-Jick
Kim Eun-Joo
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Abstract
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The present research discussed knowledge based management of medical institutions and, as a part of such efforts,
introduced ’total customer satisfaction management’ and studied how to obtain knowledge about customers and utilize it
strategically. For enhancing the rationality and efficiency of hospital management, it is very important to identify the
pattern of hospital customers’ satisfaction. Thus, we made decision tree analysis using CHAID algorithm to examine the
patterns of satisfaction shown by medical service consumers to various medical services provided by hospitals and to
categorize the consumers according to the pattern of satisfaction. The results of analyzing hospital customers’ satisfaction are as follows. First, outpatients’ general satisfaction with medical services was determined by variables such as ’doctors’ kindness,’ ’satisfaction with the quality of medical service’ and ’satisfaction with general hospital environment,’ and likely effective hospital management strategies were strategies for ’improving the hospital’s reputation among groups unsatisfied with doctors’ kindness’ (increase general satisfaction by 409.1%) and strategies for ’enhancing doctors’ hndness’ (increase general satisfaction by 115.6%). Next, inpatients’ general satisfaction with medical services was determined by variables such as ’nurses’ kindness,’ ’satisfaction with life in the ward’ and ’satisfaction with guidance signs in the hospital,’ and likely effective hospital management strategies were strategies for ’improving hospital food service for groups unsatisfied with nurses’ kindness,’ (increase general satisfaction by 257.1%) and strategies for ’enhancing nurses’ kindness’ (increase general satisfaction by 90.3%). If such strategies are established in consideration of group size (market size) and the increase of satisfaction,the effect may be doubled.
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KEYWORD
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hospital customers` satisfaction, hospital management, CHAID
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