A Study on the Relationship Between Marketing Strategy and Customer Loyalty in a Health Examination Center

• Main Authors: Ya-Feng Hung, 洪雅芬
• Other Authors: Rong-Fan Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/77hw48

碩士 === 國立高雄應用科技大學 === 企業管理系碩士在職專班 === 102 === With the population aging, people pay more attention to preventive medicine due to the changes in lifestyle habits and the occurrence of severe diseases. Early detection through health examination and early treatment raise the demands of health examination. The study is to investigate if the effective marketing strategy and service quality, in a highly competitive out-of-pocket service market, are helpful to elevate customer perceived value and maintain the competitive advantages, thus increasing the customer loyalty. Purposive sampling is adopted to conduct evidence-based research. The questionnaires were sent to the customers in a health examination center of a regional teaching hospital. Of the returned questionnaires, 251 copies were effective. SPSS 21.0 is applied for statistical analysis. Regression analysis is used to investigate the correlation between the dimensions. The study showed the following results: 1) there’s a significant positive correlation between marketing strategy and perceived value; 2) a significant positive correlation exists between service quality and perceived value; 3) the perceived value is significantly positively correlated with customer loyalty; 4) a significance is found in the positive correlation between marketing strategy and customer perceived value; 5) service quality showed the significant positive correlation with customer loyalty; 6) perceived value show the mediation effects on marketing strategy and service quality.