Obstetric Services Experiential Marketing, Relationship between Customer Satisfaction and Loyalty

• Main Authors: Tsuei, Ya-Jie, 崔雅潔
• Other Authors: Chen, Fen-Ju
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/92633637324942727279

碩士 === 義守大學 === 醫務管理學系 === 101 === General background information and purposes of research: The National Health Insurance has been launched since March 1995, and innovative reforming policies have also been continuously promoting. Hospitals are facing crucial challenges of financial resources under the circumstances of standards of payment and limited medical resources. Late marriages have been a trend, and therefore the birth rate has been declining year by year. Facing low fertility, the department of Obstetrics and Gynecology must be competitive. As a result, it is very important for Obstetrics and Gynecology to think about how to stand out above numerous competitors, to remain sustainable, to find out distinctive features of the market; meanwhile to take hold of the realm of market, and to explore potential customers with marketing strategies in order to survive. A long-lasting and solid interactive relationship between hospitals and customers is an essential asset for medical organizations comparing with other competitors. Research materials and methodology: This thesis is a Cross-Sectional study, and uses Questionnaire Survey. Based on the five strategic experimental models evolved by Schmitt , the structure of questionnaire consists of five dimentions: Sense, feel , think, act and relate. The degree of satisfaction and loyalty are also included. The method is convenient sampling of non-probability sampling. Research subjects are postpartum women of Kaohsiung City. 350 customers are recruited to take part in the research after explaining the research purposes. The statistical analysis software SPSS 19 and AMOS 21 are used to analyze the outcome of the questionnaire. Results: The test of model and the analysis of path results show that a good mode fit is obtained with deletion of acting and relating dimension. Index value is : chi-square distribution=513.255, degree of freedom=223, chi-square/degree of freedom=2.302, GFI=0.862, AGFI=0.830, RMSEA=0.065. The Think-dimension has positive and obviousinfluences on satisfaction,and Sense-dimension influences satisfaction. Feel-dimension influences satisfaction positively, and satisfaction has a positive influence on the loyalty. Conclusions: In order to fulfill the purposes of medical marketing, the managers of medical organizations must strengthen the sense, feel and think dimensions of customers in the hospitals, at the same time, elevate the satisfaction and loyalty of customers toward hospitals. We suggest that the managers initiate marketing strategies proper to medical customers to reinforce act and relate-dimension.