The impact of revisiting intention among word-of-mouthcommunication in dental industry-take evidence from sharingmedical or health information on social networking sites

• Main Authors: Yu-Ying Su, 蘇鈺瑩
• Other Authors: Wan-I Lee
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/47234989730712366412

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 100 === Recently, many social networking sites has been used to be a medium of broadcasting message through network and electronic word-of-mouth (eWOM) in social networking sites is getting more and more popular recently both in academy and in practice. Many companies use social networking media to do marketing, but few researchers study word-of-mouth processes in social networking site , and, of course, no medicine provider put eWOM marketing into practice. There are many scholars research the relationship between healthcare service quality, patient satisfaction, and patient loyalty. The measurable indicators of loyalty include word-of-mouth(WOM) and repurchase intention. This study separate eWOM in social networking sites and revisiting hospital intention from patient loyalty, and clarify the relationships between perceived healthcare service quality, patient satisfaction, eWOM in social networking sites and revisiting hospital intention. A total of 328 samples were returned from facebook website and PTT bulletin board system. We focus on people who have been used social networking site to search the information about health, or are interested in WOM in social networking site about teeth health. Here is the result of these questionnaires: Healthcare service quality is an important factor of patient satisfaction; patient satisfaction has a lot of influence for the association between healthcare service quality and revisiting hospital intention. The relationship between word of mouth in social networking site and revisiting hospital intention is effective but not very strong. We can infer that this is because of the correctness of information in network. The relationship between word of mouth in social networking site and revisiting hospital intention is influent but not very effective. We can infer that this is because the diversity of medical environments restricts revisiting hospital intention of consumers in specific hospital.