一、保健护理消费者满意度的概念

保健护理消费者满意度是指消费者对保健护理服务的总体评价，反映了消费者对保健护理服务的需求和期望是否得到满足，以及对保健护理服务的感受和态度。保健护理消费者满意度是一个多维的、动态的、主观的和相对的概念，受到消费者个人特征、保健护理服务提供者特征、保健护理服务过程和结果、保健护理服务环境和社会文化等多方面因素的影响。

Health care consumer satisfaction is an important indicator of the quality and effectiveness of health care services, and it is also an important basis for health care service providers and managers to improve services and enhance competitiveness. A high level of consumer satisfaction with health care is conducive to enhancing consumer loyalty and trust, promoting consumer word-of-mouth communication and re-purchase, and increasing the market share and profitability of health care services. At the same time, consumer satisfaction with health care is also conducive to improving consumers' health and quality of life, enhancing consumers' self-management and self-care capabilities, and reducing the cost and risk of health care services.

Factors influencing consumer satisfaction with 2. health care

保健护理消费者满意度受到多方面因素的影响，可以从消费者个人特征、保健护理服务提供者特征、保健护理服务过程和结果、保健护理服务环境和社会文化等五个方面进行分析。

（1）消费者个人特征

Consumer personal characteristics include consumer's age, gender, education level, income level, health status, health care needs, health care expectations, health care knowledge, health care attitude, health care behavior, etc. These characteristics affect consumers' perception and evaluation of health care services, as well as their satisfaction with health care services. Generally speaking, the older the consumer is, the gender is female, the lower the education level, the lower the income level, the worse the health status, the higher the health care demand, the lower the health care expectation, the less the health care knowledge, the more negative the health care attitude, the more passive the health care behavior, and the lower the satisfaction of the health care service.

(2) Characteristics of health care providers

保健护理服务提供者特征包括保健护理服务提供者的类型、规模、资质、声誉、专业水平、服务态度、沟通技巧、服务创新等。这些特征影响了消费者对保健护理服务的选择和信任，以及对保健护理服务的满意度。一般来说，消费者更倾向于选择类型多样、规模较大、资质齐全、声誉良好、专业水平高、服务态度好、沟通技巧强、服务创新多的保健护理服务提供者，并对其提供的保健护理服务更加满意。

（3）保健护理服务过程和结果

保健护理服务过程和结果包括保健护理服务的可及性、可获得性、可负担性、及时性、连续性、安全性、有效性、人性化、满足性等。这些过程和结果影响了消费者对保健护理服务的感受和评价，以及对保健护理服务的满意度。一般来说，消费者更满意那些可及性高、可获得性强、可负担性好、及时性快、连续性稳、安全性高、有效性高、人性化强、满足性高的保健护理服务。

（4）保健护理服务环境

The health care service environment includes the physical environment, technical environment, and social environment of the health care service. These environments affect consumers' perception and experience of health care services and their satisfaction with health care services. Generally speaking, consumers are more satisfied with health care services with comfortable physical environment, advanced technology environment and harmonious social environment.

（5）社会文化因素

社会文化因素包括社会价值观、社会规范、社会支持、社会参与、社会信任、社会公平等。这些因素影响了消费者对保健护理服务的认同和信赖，以及对保健护理服务的满意度。一般来说，消费者更满意那些符合社会价值观、遵守社会规范、得到社会支持、参与社会活动、建立社会信任、享受社会公平的保健护理服务。

三、保健护理消费者满意度的测量方法

There are two main types of measurement methods for consumer satisfaction in health care: qualitative methods and quantitative methods. Qualitative methods are mainly through in-depth interviews, focus groups, case studies, etc., to gain insight into consumers' understanding of health care services.

feelings and needs, explore the connotation and influencing factors of consumer satisfaction, and obtain qualitative information of consumer satisfaction. The quantitative method is mainly through questionnaire survey, rating scale, index system and other ways to quantify consumer evaluation and satisfaction of health care services, to obtain quantitative data of consumer satisfaction. Qualitative and quantitative methods have their own advantages and disadvantages, and should be flexibly selected and used in combination according to different purposes and conditions.

(1) Qualitative methods

定性方法主要有以下几种：

-In-depth interview: In-depth interview is a one-to-one, face-to-face, semi-structured or unstructured interview method. Through open questions, it guides consumers to freely express their feelings and needs for health care services. Understand the connotation and influencing factors of consumer satisfaction, and obtain qualitative information of consumer satisfaction. The advantage of in-depth interviews is that they can dig deeper into the true thoughts and motivations of consumers, and discover potential problems and improvement directions for consumer satisfaction; the disadvantage is that they are time-consuming and laborious, the number and representation of respondents are limited, and the quality and effect of interviews are affected by The level and attitude of interviewers and visitors.

- 焦点小组：焦点小组是一种多对一的、面对面的、半结构化或非结构化的访谈方式，通过一个主题或几个问题，引导6- 12名消费者在一个访问者的主持下，进行集体的、互动的、自由的讨论，了解消费者对保健护理服务的感受和需求，获取消费者满意度的定性信息。焦点小组的优点是能够充分利用消费者之间的交流和互动，激发消费者的思维和创意，发现消费者满意度的新颖和有趣的方面；缺点是难以控制讨论的方向和深度，受访者的数量和代表性有限，讨论的质量和效果受访问者的技巧和权威的影响。

-Case analysis: Case analysis is an in-depth, comprehensive and systematic analysis of specific, typical or successful cases of consumer satisfaction with health care services, to understand consumers' feelings and needs for health care services, and to obtain qualitative information on consumer satisfaction. The advantage of case analysis is that it can show the complexity and diversity of consumer satisfaction from multiple angles and levels, and discover the laws and characteristics of consumer satisfaction; the disadvantage is that it is difficult to select and determine suitable cases, which is affected by the number and number of cases. The universality is limited, and the quality and effect of analysis are affected by the ability and opinion of the analyst.

(2) Quantitative methods

Quantitative methods are mainly the following:

- 问卷调查：问卷调查是一种通过设计和发放一系列的、结构化的、封闭式的问题，收集消费者对保健护理服务的评价和满意度的数据，获取消费者满意度的定量数据。问卷调查的优点是能够快速地、大规模地、低成本地收集消费者满意度的数据，便于进行统计分析和比较研究；缺点是难以反映消费者满意度的深层次和细节，受问卷的设计和发放的质量和效率的影响。

- 评分量表：评分量表是一种通过设计和使用一套包含多个项目和选项的量表，测量消费者对保健护理服务的评价和满意度的程度，获取消费者满意度的定量数据。评分量表的优点是能够准确地、客观地、科学地测量消费者满意度的水平，便于进行定量分析和综合评价；缺点是难以涵盖消费者满意度的所有方面，受量表的构建和使用的有效性和信度的影响。

-Indicator system: The indicator system is a system that integrates consumer evaluation and satisfaction with health care services by designing and using a set of multiple indicators and weights to obtain quantitative data on consumer satisfaction. The advantage of the indicator system is that it can comprehensively, systematically and dynamically synthesize the data of consumer satisfaction, which is convenient for multi-dimensional analysis and trend prediction, while the disadvantage is that it is difficult to determine and adjust the appropriate indicators and weights, which is influenced by the rationality and consistency of the selection and calculation of indicators.

4. experience and cases of health care consumer satisfaction survey of Shangpu Consulting Company.

尚普咨询公司是一家专业从事保健护理服务咨询的公司，拥有丰富的保健护理消费者满意度调研经验和案例。尚普咨询公司根据不同的客户和目的，灵活选择和结合使用定性方法和定量方法，为保健护理服务提供者和管理者提供全面的、深入的、客观的、科学的保健护理消费者满意度调研报告和建议。以下是尚普咨询公司的部分保健护理消费者满意度调研案例：

-Case 1: A survey of outpatient consumer satisfaction in a large hospital. Shangpu Consulting Company conducted a consumer satisfaction survey for the outpatient department of a large hospital, aiming to understand the evaluation and satisfaction of consumers on outpatient services, and provide the basis and suggestions for the hospital to improve services. Shangpu Consulting Company used questionnaires and in-depth interviews to investigate outpatient consumers and outpatient medical staff respectively. The contents of the questionnaire survey include consumers' evaluation and satisfaction with the accessibility, availability, affordability, timeliness, continuity, safety, effectiveness, humanization and satisfaction of outpatient services, as well as consumers' personal characteristics and health care needs, expectations, knowledge, attitudes and behaviors. The content of in-depth interviews includes consumers' feelings and needs for outpatient services, as well as medical staff's views and suggestions on outpatient services. Champu Consulting conducted a statistical and qualitative analysis of the research data and concluded the following mainConclusionand recommendations:

Consumers have higher overall satisfaction with outpatient services, but there are differences and suggestions in different aspects and dimensions. Consumers are highly satisfied with the availability, safety, effectiveness and satisfaction of outpatient services, but they are less satisfied with the accessibility, affordability, timeliness, continuity and humanization of outpatient services. Consumer satisfaction with outpatient services is affected by personal characteristics, health care needs, expectations, knowledge, attitudes, behavior and other factors. Different types of consumers have different levels of satisfaction and differences. The views and suggestions of medical staff on outpatient service are basically consistent with the evaluation and satisfaction of consumers, but there are also some differences and difficulties.

It is suggested that hospitals should improve outpatient service from the following aspects to enhance consumer satisfaction: first, strengthen the publicity and guidance of outpatient service, improve consumers' cognition and expectation of outpatient service, and enhance consumers' knowledge, attitude and behavior of health care; second, optimize the process and mechanism of outpatient service, improve the accessibility, affordability, timeliness and continuity of outpatient service, and reduce the waiting and crowding of consumers, improve the convenience and comfort of consumers; the third is to improve the facilities and technology of outpatient services, improve the safety, effectiveness, and satisfaction of outpatient services, provide more personalized and professional services, and enhance consumer trust and satisfaction; The fourth is to strengthen the personnel and culture of outpatient services, improve the humanization of outpatient services, cultivate and motivate the service attitude and communication skills of medical staff, and enhance the respect and care of consumers.

-Case 2: Consumer satisfaction survey of a health care product company. Shangpu Consulting Company conducted a consumer satisfaction survey for a health care product company, aiming to understand consumers' evaluation and satisfaction with health care products, and provide the company with the basis and suggestions for improving products and marketing. Champ Consulting used a rating scale and focus group approach to investigate health care products consumers and health care products salespeople, respectively. The content of the rating scale includes consumers' evaluation and satisfaction with the brand, price, quality, efficacy, safety, packaging, service, etc. of health products, as well as consumers' personal characteristics and health care needs, expectations, knowledge, attitudes, Behavior and other information. The focus groups include consumers' feelings and needs for health products, as well as salespeople's views and suggestions on health products. Champu Consulting conducted a quantitative and qualitative analysis of the research data and concluded the following mainConclusionand recommendations:

Consumers' overall satisfaction with health care products is average, but there are differences and problems in different aspects and dimensions. Consumers are highly satisfied with the brand, price, quality, packaging and service of health products, but they are less satisfied with the efficacy and safety of health products. Consumer satisfaction with health care products is affected by personal characteristics, health care needs, expectations, knowledge, attitudes, behavior and other factors, different types of consumers have different levels of satisfaction and differences. Salespeople's views and suggestions on health products are basically consistent with consumers' evaluation and satisfaction, but there are also some differences and difficulties.

建议公司从以下几个方面改进保健品的产品和营销，提升消费者满意度：一是加强保健品的研发和创新，提高保健品的功效和安全性，提供更多的科学依据和证明，提升消费者的信任和满意；二是优化保健品的定价和促销，提高保健品的可负担性和吸引力，提供更多的价格优惠和赠品活动，提升消费者的利益和忠诚；三是完善保健品的渠道和服务，提高保健品的可及性和可获得性，提供更多的销售网点和服务方式，提升消费者的便利和舒适；四是加强保健品的宣传和教育，提高消费者对保健品的认知和期望，增强消费者的保健护理知识、态度和行为，提升消费者的尊重和关怀。