Exploring evidence-based medicine acceptance process based on a perspective of customer experience management

This study aims to explore evidence-based medicine (EBM) acceptance process of physicians. The perspective of customer experience management is applied to this study. A total of 32 in-depth interviews were conducted with 23 key informants and analyzed using the techniques of grounded theory. The result shows the acceptance process consisting of six stages: 1) perceived instrumental advantage; 2) perceived emotional advantage; 3) perceived anxiety; 4) communication improvement; 5) behavior influence; 6) omnipotent myth. This study provides an effective management strategy for hospital managers to diffuse an EBM system.