Research On The Influence Of Hospital Image On Customer Satisfaction

With the development of China socialist market economics system, WTO and Reform of health care system ,In one hand, More and more home and broad capital invested in health care industry, the competition of the health care industry became intensive. In another hand, the way of people who think about of healthcare had changed. Based on those situations, how to satisfy customer needs became more important for healthcare industry.Faced the competition, hospital as well as other organization should culture their core competence. Good image is the most important value and intangible asset. For the company, company image became the key factor for company to success in knowledge economics.hosipital image is the further study of company image theory in the service company, conjoint with customer satisfaction ,the dissertation discuss the influence of hospital image on customer satisfaction and hope to benefit for hospital image management.This dissertation reviewed the company image theory, analyzed the situation research of company image for Service Company, considered the character of heal care industry. Discussed the concept and construction of hospital image. after that, used induction method, statistics analyze, factors analyze and market survey, constructed the model of influence of hospital image on customer satisfacation, used the data from survey to test and explore the way of hospital image effect on customer and how the factors of hospital image to operate on customer satisfaction.The study show that the hospital image can evaluate the customer satisfaction from medical technical image, medical service image, doctor and nurse image,hosipital reputation.the main conclusion are that :①the main factors of hospital influence on customer satisfaction are medical technical image and medical service image;②the influence o medical technical image on customer satisfaction are technology image, quality image, machine image;③the influence of medical service image on customer satisfaction are attitude, level and morality in service process;④the influence of doctor and nurse image on customer satisfaction are appearance, quality and behaviors;⑤the influence of hospital reputation on customer satisfaction are well-known and well-reputation.In addition, the author summed up the limitations of this dissertation and its prospect.