Javalgi R G, Rao S R, Thomas E G
Cleveland State University.
J Health Care Mark. 1991 Mar;11(1):12-22.
In today's competitive health care industry, hospital administrators and marketers must determine how important various product/service attributes are to potential consumers and how those attributes influence consumer choice decisions. The authors outline an approach (the analytic hierarchy process) that can be used to assess or predict health care choice decisions by consumers. The analytic hierarchy process is a method for analyzing consumer choice behavior whereby a hierarchical structure is used to determine the relative preferences of consumers for health care alternatives. Marketing strategies based on the study findings are suggested.
在当今竞争激烈的医疗保健行业中，医院管理人员和营销人员必须确定各种产品/服务属性对潜在消费者有多重要，以及这些属性如何影响消费者的选择决策。作者概述了一种可用于评估或预测消费者医疗保健选择决策的方法（层次分析法）。层次分析法是一种分析消费者选择行为的方法，通过使用层次结构来确定消费者对医疗保健替代方案的相对偏好。文中还提出了基于研究结果的营销策略。
