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題名 | 醫療機構公關行銷活動對醫院服務品質認知、品牌形象認知與忠誠度之影響=The Impact of Public Relations Marketing Strategies in Medical Institutions on Service Quality Perception, Brand Image Cognition, and Loyalty |
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作 者 | 秦兆瑋; 顏婉沂; | 書刊名 | 醫務管理期刊 |
卷期 | 23:2 2022.06[民111.06] |
頁次 | 頁124-147 |
分類號 | 419.2 |
關鍵詞 | 醫療機構公關行銷; 服務品質認知; 品牌形象認知; 忠誠度; Public relations marketing strategies in medical institutions; Service quality perception; Brand image cognition; Loyalty; |
語文 | 中文(Chinese) |
DOI引用網址 | 10.6174/JHM.202206_23(2).124 |
中文摘要 | 目的:民眾知的意識不斷升高,故醫療機構運用行銷策略提供其充足資訊之重要性提升。本研究目的為瞭解醫療機構公關行銷對服務品質認知、品牌形象認知與忠誠度之影響。方法:本研究採2(醫病服務溝通)×2(公共關係維持)因子實驗設計,共4組情境。採配額抽樣法,對象為20歲以上民眾,以網路自填式問卷調查,將研究對象隨機分配至各個情境中。有效問卷289份,以多變量、多因子變異數與迴歸分析驗證假設。結果:公共關係維持將影響民眾之品牌形象認知,醫病服務溝通與公共關係維持之交互效果對服務品質認知有所影響;服務品質與品牌形象認知皆會正向影響病人忠誠度。結論:醫療機構應妥善運用公關行銷策略,提供正確且多元的活動,藉以讓民眾對醫院服務品質與形象產生正確的認知。 |
英文摘要 | Objectives: In recent years, citizens' level of medical profession knowledge has been increasing day-by-day. Medical institutions use appropriate marketing strategies to enhance hospital image by offering medical information. Therefore, the purpose of this study was to understand the impact of hospital public relations marketing strategies on service quality, hospital brand image cognition, and loyalty. Methods: The research adopted a 2X2 factorial experimental design, divided into 4 groups of scenarios for medical service communication (central information, peripheral information) and public relations maintenance (health-related activities, non-health-related activities). The research subjects of this study were adults with behavioral ability over 20 years old, and randomly assigned to each scenario. An online, self-administered questionnaire were employed to conduct surveys. Valid questionnaires were 289. MANOVA, ANOVA, and regression analysis were used to validate the hypothesis. Results: The maintenance of public relations was found to affect citizens' perception of brand image significantly. The interaction between medical service communication and public relations maintenance had an impact on service quality. At the same time, hospital service quality and brand image would positively affect patient loyalty to the hospital. Conclusions: Medical institutions should properly use public relations marketing strategies by providing correct and diverse activities. In this way, people can have a proper understanding of the service quality and image. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。