Improvement of service recovery in the use of medical services.docVIP

 PAGE \* MERGEFORMAT 12 Improvement of service recovery in the use of medical services Paper Keywords: hospitals, service recovery, to improve service management Abstract: Due to the special nature of medical services in hospitals, service failures are inevitable. Service failure will lead to patient dissatisfaction, which led to the image of hospitals damaged. Service recovery as a means of marketing services, used in the management of hospital services, not only complain about the treatment of patients, but also a management process and tools. a high level of service recovery can improve patient satisfaction and loyalty will help block the Hospital “bad reputation” of the communication, to enhance the image of hospitals, conducive to improving hospital services, improve hospital quality of service. Currently, the health system is to improve health care services to undertake a comprehensive in-depth special actions aimed at further enhancing the image of the medical industry, improve the social and medical services the people of satisfaction. But as a special service of medical services, as services and services produced consumption occur simultaneously, both high-tech, high contact and complex and so, therefore, regardless of the process, staff training in how tight and precise, how advanced the technology, service failure may still occur, and thus lead to patient dissatisfaction. research shows that service recovery can affect customer satisfaction and positive word of mouth spread and re-purchase intentions, high levels of service recovery will have a positive impact. Therefore, after the service failure, service recovery by taking effective measures to avoid a negative impact on hospital while improving patient satisfaction, is to improve the process of health care services is a topic worth exploring. 1 The concept of service recovery 1988 Cronroos suggested that service recovery is when service failure occurs, service providers for customer