Youstra K J, Birdwell S W, Schneider P J, Pfeifer R W
Ohio State University Hospitals, Columbus.
Hosp Pharm. 1993 Dec;28(12):1207-11.
The importance that patients place on various patronage motives and service offerings of an ambulatory pharmacy associated with a university hospital was studied. Questionnaires were distributed to 193 patients and 8 pharmacists employed at the pharmacy. The patient questionnaire contained a list of 13 patronage motives and 18 service offerings. Respondents rated the importance of each patronage motive in their decision to visit the pharmacy and their view of the importance of each pharmaceutical service offering on an anchored scale (1 = not important, 5 = very important). The pharmacist questionnaire included the 18 service offerings. Pharmacists rated their perceptions of the importance patients place on each service. The response rates were 52.8% for patients and 100% for pharmacists. Patients indicated acceptance of insurance plan, availability of prescription medication, and presence of a knowledgeable pharmacist as the most important patronage motives. Ability to call in refills by telephone and various interactions with the pharmacist were identified as the most important service offerings. The results showed congruence between the pharmacists' perceptions of important patient services and the importance patients actually place on the services. Understanding the importance of patronage motives and service offerings is necessary in the development of marketing activities to attract new patients and retain current patients.
本研究探讨了患者对与大学医院相关的门诊药房各种惠顾动机和服务项目的重视程度。向该药房的193名患者和8名药剂师发放了问卷。患者问卷包含13种惠顾动机和18项服务项目的列表。受访者就每种惠顾动机在其决定前往该药房时的重要性以及对每项药学服务项目重要性的看法，在一个锚定量表上进行评分（1 = 不重要，5 = 非常重要）。药剂师问卷包含这18项服务项目。药剂师对他们认为患者对每项服务所重视程度进行评分。患者的回复率为52.8%，药剂师的回复率为100%。患者表示接受保险计划、处方药的可获得性以及有知识渊博的药剂师是最重要的惠顾动机。通过电话续方的能力以及与药剂师的各种互动被确定为最重要的服务项目。结果表明，药剂师对重要患者服务的认知与患者实际对这些服务的重视程度之间存在一致性。在开展营销活动以吸引新患者和留住现有患者时，了解惠顾动机和服务项目的重要性是必要的。
