随着社会经济的快速发展，人们对形体形象的外在诉求也达到了更深更广的层次， 民营医疗美容医院在这种背景下快速兴起。G医院是广州一家比较大 型的整形医美机 构，由于市场竞争的加剧，近年来也面临了客户流失、市场份额被侵占、利润增长下降 等挑战。通过对历史数据的汇总分析，可以看到G医院的上述问题都与客户 的服务质量 感知体验有关，因此如何提升客户的满意度以及忠诚度，实现医院的更长远发展，就成 了G医院管理层的重要任务。 本文以G医院作为研究对象，从医院服务质量管理 工作的现状和存在的问题入手， 以顾客服务质量管理理论为核心，提出了服务感知全景模型，以及服务成本、价格和服 务感知关系模型，用于对G医院客户忠诚度研究的分析和策 略衡量，然后在此基础上设 计客户以及院内职员的服务质量（SERVQUAL）调查表，并对客户的服务感知调查数 据进行深入的分析和诊断，找出影响医院客户满意度和忠诚度的主 因维度，最后根据这 些维度的权重和改进成本，提出具体的客户忠诚度提升措施和对策建议。 通过对G医院客户在服务质量感知方面的研究，由此得出G医院客户购买服务和 产品 的意愿以及持续性是带有一定条件的，客户现有的满意感知并不必然会衍生为客户 忠诚的结论。所以客户忠诚度的提升是医院客户管理以及运营利润增长的重点方向，需 要根据 影响客户忠诚度的客服组织架构、服务流程、客户定位、医院职员和院内信息系 统这几个主要因素落实具体的改进策略。本论文的研究，所采用的方法和形成的策略， 在服务型 医疗企业达成或超越客户的期望、提升客户的忠诚度方面具有比较现实的指导 意义，同时也可以为医美机构客户忠诚度方面的研究提供一定的参考。 关键词：医学美容医院、客 户满意度、客户忠诚度、服务质量感知 II Abstract Withtherapiddevelopmentofsocialeconomy,people'sexternaldemandforbodyimage hasalsoreachedadeeperandbroaderlevel.Privatemedicalandbeautyhospitalsare springinguprapidlyunderthisbackground.Ghospitalisarelativelylargemedical cosmetologyinstitutioninGuangzhou.Inrecentyears,duetotheincreasinglyfiercemarket competition,ithasalsofacedaseriesofchallenges,suchascustomerloss,marketshare encroachmentandprofitgrowthdecline.Throughthesummaryandanalysisofthehistorical data,wecanseethattheabove-mentionedproblemsofGhospitalarerelatedtotheservice qualityandtheperceivedexperienceofcustomers.Therefore,it'saimportantmissionforthe administratorsofGhospitaltoimprovecustomersatisfactionandloyaltytorealizethe long-termdevelopmentofthehospital. Inthispaper,Ghospitalisselectedastheresearchobject.Startingfromthecurrent situationandexistingproblemsofhospitalservicequalitymanagement,takingcustomer servicequalitymanagementtheoryasthecore,weproposetwomodels,oneisthepanoramic modelofserviceperception,theotheristherelationshipmodelofservicecost,priceand serviceperception.WeusethemtoanalyzeandstrategytheresearchofGhospitalcustomer loyaltymeasurement.Thenonthisbasis,wedesigntheSERVQUALquestionnairefor customersandstaffinthehospital.Throughin-depthanalysisanddiagnosisofthesurvey dataofcustomerserviceperceptioninthequestionnaire,wefindoutthemainfactor dimensionsthataffectcustomersatisfactionandloyaltyinthehospital.Finally,wepropose specificcustomerloyaltyimprovementaccordingtotheweightandimprovementcostof thesedimensionspromotionmeasuresandsuggestions. ThroughtheresearchonGhospitalcustomers'perceptionofservicequality,we concludethatGhospitalcustomershavepreconditionsintermsofwillingnessand sustainabilitytopurchaseservicesandproducts,andtheexistingcustomersatisfaction perceptiondoesnotnecessarilyformtheconclusionofcustomerloyalty.Therefore,the improvementofcustomerloyaltyisthekeydirectionofthegrowthofhospitalcustomer managementandoperatingprofit.Weneedtoimplementspecificimprovementstrategies accordingtothecustomerserviceorganizationalstructure,serviceprocess,customer positioning,hospitalstaffandhospitalinformationsystemwhichaffectcustomerloyalty.The researchofthispaper,themethodsandstrategiesweadopted,havepracticalguiding III significanceintheservice-orientedmedicalhospitalstoachieveorexceedcustomer expectationsandenhancecustomerloyalty,anditalsocanprovidesomereferenceforthe researchofcustomerloyaltyofmedicalinstitutions. Keywords:MedicalBeautyHospital,CustomerSatisfaction,CustomerLoyalty,Service QualityPerception IV 目录 摘 要........................................................................................................................................I ABSTRACT..................................................................................................................................II 目 录......................................................................................................................................IV 第一章绪 论..............................................................................................................................1 1.1研究背 景..........................................................................................................................1 1.2研究目的与意 义..............................................................................................................2 1.2.1研究目 的...................................................................................................................2 1.2.2研究意 义...................................................................................................................3 1.3文献综 述..........................................................................................................................4 1.3.1客户满意的相关研 究...............................................................................................4 1.3.2感知质量的研 究.......................................................................................................8 1.3.3忠诚度的理论研 究...................................................................................................9 1.3.4服务质量模型与SERVQUAL量 表...........................................................................13 1.3.5净推荐值评价方 法.................................................................................................14 1.3.6国内研究医疗欧亿·体育（中国）有限公司满意度与忠诚度的简 况.........................................................14 1.4研究内 容........................................................................................................................15 1.5研究方法和研究路 线....................................................................................................17 1.5.1研究方 法.................................................................................................................17 1.5.2研究技术路线 图.....................................................................................................17 第二章G医学美容医院概况和现状分 析.............................................................................19 2.1医疗美容欧亿·体育（中国）有限公司概 况........................................................................................................19 2.2G医学美容医院基本情况介 绍....................................................................................22 2.3G医院管理服务体系现 状............................................................................................24 2.3.1G医院就诊服务流 程.............................................................................................24 2.3.2客户整体情 况.........................................................................................................25 2.3.3职员配比情 况.........................................................................................................28 V 2.3.4医院最近3年的营收情 况.....................................................................................30 2.3.5客户满意度现 状.....................................................................................................31 2.3.6医院客户的投诉处 理.............................................................................................32 2.3.7主要竞争者分 析.....................................................................................................34 2.4G医院客户管理情况总结及面临的挑 战....................................................................36