The Analysis of a Causal Relationship of a Medical Center's Culture Marketing on Customer Emotional Response and Satisfaction

• 발행기관: 한국유통과학회
• 저자명: Kyung A Kim Hyung Chul Kang Young Hun Cho Chung Sub Shin
• 간행물 정보: 『KODISA ICBE (International Conference on Business and Economics)』2016 International Conference on Business and Economics (ICBE 2016), 201~204쪽, 전체 4쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2016.06.30

영문 초록

This paper will propose the necessity and usable culture marketing in hospitals to identify the current position of culture marketing in the medical service industry. The research targeted medical consumers who have experienced culture marketing large size hospitals and asked them to fill out self-administered questionnaire. The collected data was analysed by suing SPSS 18.0 and Amos 18.0 programs. To consider convergent validity, reliability and average variance extracted values were calculated. Then, a correlation analysis was conducted to measure correlation among deducted factors. Lastly, a structural equation model was verified based on research hypotheses. As a result, it has been identified that positive customer satisfaction has a favorable impact on customer satisfaction and negative customer satisfaction has an unfavorable influence on customer satisfaction. Because of an increase in the number of commercialized medical centers, hospitals, which are in the unattractive environment and perfect competition, should use culture marketing as an important method of marketing to increase service quality. Moreover, by considering the fact that that only a culture synthesis and a culture style have a positive impact, focusing on a culture synthesis and a culture style would be treated as an advantageous strategy.

목차

Abstract

1. Introduction

2. Theoretical Background

3. Research Model and Selecting Hypothesis

4. Analysis of Data

References

키워드

Culture Marketing Culture Synthesis Culture Sales Culture Sponsorship Culture Hospital Customer Response Customer Satisfaction Service Quality