| Summary: | 碩士 === 國防醫學院 === 公共衛生學研究所 === 91 === Regarding the marketing strategy in the healthcare industry, little is known about the relationships among marketing communication activities, the awareness of image and customer loyalty. This study fill this void and attempts to identify the impact factors of healthcare marketing communication, hospital image and customer loyalty and the relationships among them.
This study is a cross-sectional survey research, adopting a self-conducted structural questionnaire to collect the personal characteristics, perceptional degrees of marketing communication activities, evaluation of the importance and performance of the hospital image attributes , customer loyalty and objective impressions of the current(outpatients) and potential consumers(residents in the neighborhood).
The following results were obtained: First, some personal characteristics were associated with the perceptional degrees of marketing communication activities. Those who were married, older, female, living in surrounding area and current patients used more marketing communication information. As for the impact factors of hospital image , people who were outpatients, had visit experiences, married , living in surrounding area, received more marketing communication activities held by the hospital perceived better hospital image, especially the using degree of the marketing communication activities is the most significant factors. The determinants of customer loyalty were personal characteristics, activities and perception of hospital image, among which, hospital image and the using degrees of the marketing communication information have a positive impact consistently. Furthermore, hospital image is an intermediate variable between marketing communication and customer loyalty.
The most important conclusions and suggestions are that hospital administrators should take advantage of the marketing communication activities properly to promote customers’ perceptions of the hospital image and develop customer loyalty.
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