Objective Using the theory of"customer loyalty"in service marketing,taking"contracted first visit serv-ice"as an"important product",investigate and analyze the influencing factors of rural residents'loyalty to family doctor contracted first visit service,and improve the utilization rate of family doctor contracted service.Methods A random sampling method was employed to select 1 000 residents from six rural communities in the Pudong New Area of Shanghai as the subjects of the survey subjects.From May to September 2021,an enhanced American customer satisfaction index(ASCI)model and the SERVQUAL service quality evaluation scale were employed to develop a questionnaire survey on the loyalty of contracted residents to the initial visit service of family doctors using semi-structured interview approach.The survey questionnaires were collated for analysis of the discrepancies and factors influencing the loyalty of family doc-tors to register for initial visit services.Results A statistically significant discrepancy exists between the anticipated and observed values of the 8 dimensions that affect influence the loyalty of family doctors to the initial consultation service.A total of 58 items were identified as influencing the loyalty of family doctors to contract services.Of these,6 items exhibi-ted a mean difference of 1.0 or more between their expected and actual values.Furthermore,the differences between the expected and actual values were statistically significant for all 58 items.The regression model revealed that the anticipated values for each dimension had a notable influence on the satisfaction of contracted residents.Furthermore,the anticipated values exerted a more pronounced effect on satisfaction than the actual values.Conclusion The Pudong New Area Rural Community Health Service Center is perceived to have a relatively high level of recognition among contracted residents in terms of the availability of hardware facilities,the quality of family doctor services,and the communication between doc-tors and patients.Nevertheless,deficiencies exist in the provision of pharmaceuticals and medical technology.It is rec-ommended that the self-management authority of community health service centers be moderately increased,that the drug use system with general hospitals be improved with a view to enhancing its"top-down coordination",that a comprehen-sive talent training model of"general practice+specialty"be explored,and that the enthusiasm and initiative of family doctors to sign contracts for services be enhanced.
Rural communitiesSign the contract for the first visitLoyaltyInfluencing factorsOperational research
NETL
NSTL
万方数据
