A Study on Hospital Marketing from the Customer Perspective

• Main Authors: Fang-Chih Kuo, 郭芳智
• Other Authors: Dr. Shih-Chi Chang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/02744479595282919478

碩士 === 國立彰化師範大學 === 企業管理學系國際企業經營管理 === 101 === National Health Insurance was implemented from March 1, 1995 to make people have good quality medical services and good health. Due to the implementation of National Health Insurance, medical expenditure is increasing substantially. Bureau of National Health Insurance adopted global budget system to control financial risks. After the global budget system was carried out, hospitals faced the financial and operation problems, especially large-scale hospitals. This research used AIDA to explore customer satisfaction and loyalty to hospitals. One-way ANOVA and regression analysis are used to explore the differences and relationships. According to the research, we found attention would have positive impact on interest; interest would have positive impact on desire; desire would have positive impact on action; action would have positive impact on satisfaction; satisfaction would have positive impact on loyalty. Especially, attention and interest are easily to obtain the positive responses of customers, between 26 to 45 years old. Our research findings would help hospitals to make their marketing strategies. Keywords: Customer Perspective, AIDA, Customer Satisfaction, Customer Loyalty