1 Cultivate loyal "customers" and bring long-term competitive advantages to hospitals.
Loyal customers refer to customers who are attached to or admire the products or services of enterprises. Customer's loyalty to the enterprise is mainly expressed through customer's emotional loyalty, behavioral loyalty and consciousness loyalty, which reflects the competitive advantage of the enterprise in future business activities. Loyal customers in the medical industry refer to loyal patients. Regardless of any external environment or the marketing measures of rival hospitals, they choose to buy the medical service products of the same reliable medical service institution many times, and influence their related parties to choose the same medical institution. For example, a family of three generations gave birth in a hospital, or chose the same eye hospital for eye diseases, and rarely searched for information from other hospitals.
The value of loyal patients is not only reflected in the economic benefits brought to the hospital, but also in the income brought to the hospital by intangible assets. Loyal patients will not only go to the hospital for medical treatment many times in action, but also consciously play the role of voluntary propagandist to convey their satisfaction feelings to relevant parties. "One word spreads to ten, and ten words spread to hundreds" to establish a good reputation for the hospital, shape a good hospital image, truly win more loyal "customers" and bring long-term competitive advantages to the hospital.
To cultivate loyal "customers", it is necessary to meet the needs of patients.
To get loyal patients, we must first understand patients, make clear their real needs and provide the products they need. The medical industry is a special service industry, which integrates medical service attitude and medical technical service. In the era of underdeveloped economy and extremely unequal medical knowledge, what patients need most is to cure their diseases and restore their health, and they dare not expect anything from the service attitude of medical staff. Therefore, what patients need most is superb medical technology. However, with the development of economy, the awakening of patients' awareness of rights protection and the strengthening of health awareness, patients need medical services in addition to superb medical skills, but also want to improve their medical experience. The standard of measuring medicine is no longer just the cure rate, but the satisfaction and quality of life of patients [1]. Therefore, it is imperative to improve service attitude and enhance patients' feelings of seeking medical treatment.
3 the impact of medical service attitude on cultivating loyal "customers"
Medical service attitude is an integral part of medical service quality, the most direct reflection of interpersonal relationship between doctors and patients, and the obvious embodiment of medical workers' service effect [2].
3. 1 Good service attitude, harmonious doctor-patient relationship The doctor-patient relationship is the most important relationship in a hospital, and a harmonious hospital cannot do without a harmonious doctor-patient relationship. In recent years, the medical technology in Anhui provincial hospitals has developed rapidly, the software and hardware infrastructure has been continuously improved, the layout of medical rooms has been more reasonable, and the medical environment for patients has been greatly improved. However, according to the hospital's survey of patient satisfaction, the contradiction between doctors and patients still exists. Although there are many deep-seated reasons for the disharmony between doctors and patients, from the survey, the disharmony between doctors and patients is mainly caused by a few medical workers' bad attitudes towards patients and their relatives, such as indifference, stubbornness, boredom and anger, which directly affects the relationship between doctors and patients, the quality of treatment and the reputation of the hospital. Many patients and their relatives reported that the bad attitude of medical staff embarrassed them and hurt their self-esteem. However, because of the fear that expressing dissatisfaction with medical staff will affect the quality of medical care, it is tantamount to adding insult to injury, which can easily become the fuse for some patients to vent their illness and even become a dispute between doctors and patients. A good attitude of seriousness, responsibility, enthusiasm, patience and courtesy brings intimacy, friendliness, sincerity and respect to patients and their relatives, cultivates patients' feelings for doctors, meets their spiritual or psychological needs, and makes them not only get qualified and satisfactory products, but also feel comfortable. In this way, a good service attitude has become the starting point and cornerstone of building a harmonious and warm doctor-patient relationship, and it is also the basis for mutual understanding and understanding between doctors and patients. In particular, the feeling of being respected allows patients to actively cooperate with the inquiry and treatment of medical staff, and also allows patients to better understand the hardships of medical staff and build a harmonious doctor-patient relationship.
3.2 Good service attitude and trust enhancement A good service attitude is not only the starting point and cornerstone of building a harmonious and warm doctor-patient relationship, but also makes patients feel caring. No one will refuse others' concern. When medical staff care and help patients from the heart, patients can feel it from their words and deeds. When patients and their relatives are moved by us, their trust in medical staff will increase accordingly, showing emotional loyalty, behavioral loyalty and consciousness loyalty. Patients and their relatives will go to the hospital with peace of mind. At this time, they will go back to the hospital more often than the products they buy. They will develop into loyal "customers" of the hospital, give full play to the role of voluntary propagandists and influence their attitude towards the hospital. The brand of the hospital will be optimized, and more patients will go to the hospital for medical treatment, forming a virtuous circle between the hospital and patients.