Research on brand points of contact in the ward of general hospital
10.3760/cma.j.issn.1674-2907.2013.15.029
- VernacularTitle:医院病房内品牌接触点研究
- Author:
Ting-Ting HU
1
;
Pei-Li ZHANG
;
Bin-Quan WANG
Author Information
1. 山西医科大学护理学院
- Keywords:
Hospital;
Brand;
Management;
Key point of contact
- From:
Chinese Journal of Modern Nursing
2013;19(15):1816-1818
- CountryChina
- Language:Chinese
-
Abstract:
Objective To summarize the ward brand points of contact and to find out key points of contact,so as to improve patients' satisfaction and provide a strategy for the development of hospital brand.Methods To establish the ward brand contact points by methods of literature analysis and expert consultation.Totals of 213 hospitalized patients were investigated by using a questionnaire about critical points of contact.Results There were two major categories(rigid and soft),14 brand points of contact in the ward.From patients'perspective,the top three key points in the ward respectively were the tidy of bed sheets,quilt cover and other things (frequency:121,percentage:56.8％);the ward's layout,decoration,environment and security (frequency:120,percentage:56.3％);rounds of medical staff (frequency:70,percentage:32.9％).Conclusions The construction of hospital brand should grasp the key contact point in the service process,realize the optimal combination of contact point,disseminate hospital' s brand,so as to provide high quality service for peoples.
