The Role of Internal Marketing in Korea’s Public Medical Sector

Hui, Siu Cheung; Bang, Wonseok; Sun, Lei

doi:10.15640/jmm.v8n2a3

Cited by 6 publications

(9 citation statements)

References 44 publications

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“…These are single articles that consider the division between public and private hospitals, but the different characteristics of public and private hospitals led to different market responses [ 20 ]. In addition, as stated in the introduction, brand equity is essential in government sectors, as it can increase the public’s credibility, trust, and loyalty to the government [ 27 ] as well as empathy and understanding of patients’ needs [ 28 ].…”

Section: Discussionmentioning

confidence: 99%

“…Brand equity is essential in government sectors because it can increase the public’s credibility, trust, and loyalty to the government [ 27 ]. Moreover, despite the importance of the public health sector, there has been criticism that the industry suffers from lower customer satisfaction due to a lack of understanding of customers’ needs from a marketing perspective [ 28 ]. Gaining a deeper understanding of HBE may help illuminate areas where such institutions as healthcare will improve service quality [ 16 ], better recognize patient needs [ 18 ], and not waste resources carrying social and economic costs [ 4 ].…”

Section: Introductionmentioning

confidence: 99%

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Consumer or Patient Determinants of Hospital Brand Equity—A Systematic Literature Review

Górska-Warsewicz

2022

IJERPH

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The purpose of this study was to analyze consumer or patient determinants of hospital brand equity (HBE) based on the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) Statement. A search of six databases: Scopus, Web of Sciences, PubMed, Google Scholar, Ebsco, and Elsevier was conducted. A search for studies published up to January 2022 was performed between 15 February and 5 March 2022. Article type, peer-reviewed papers, and studies based on empirical research were used as inclusion criteria. Non-English language papers, dissertations, short reports, works in progress, conference publications, and book chapters were excluded. As a result, a final set of 32 studies were selected for the analysis. Three research questions were formulated on the main determinants of HBE, brand-related factors, and specific medical-related factors. The studies included in the systematic literature review were analyzed in three areas: study description, key findings, and practical recommendations. Among the traditional HBE factors, brand loyalty has been analyzed most often, and the following have also been studied: perceived quality, brand associations, brand awareness, and brand image. Patient satisfaction, service quality, perception of the treatment process, and the work of medical staff were found to be specific medical-related factors. Other factors related to the management process, brand, and patients were also identified. It was noted that the number and variety of medical and other determinants of HBE have increased in recent years. The results of this systematic literature review are relevant to the analysis of consumer/patient behavior in choosing a hospital or other health care facility as they provide a deeper understanding of the increasingly differentiated needs of patients and the way in which the quality of health care services is evaluated.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Consumer or Patient Determinants of Hospital Brand Equity—A Systematic Literature Review

Górska-Warsewicz

2022

IJERPH

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“…También Durmaz, Çavuşoğlu, S., & Özer, Ö (2018) mostraron de manera empírica que la imagen de marca tiene efectos sobre la fidelidad de los clientes. En los hospitales públicos, hay que tener en cuenta que el valor de la marca es esencial en los sectores públicos porque puede aumentar la credibilidad, la confianza y la lealtad del público hacia el gobierno (Sun, Bang, & Sun, 2020) Además, a pesar de la importancia del sector sanitario público, se ha criticado que el sector sufre una menor satisfacción del cliente debido a la falta de comprensión de las necesidades de los clientes desde una perspectiva de marketing.…”

Section: Marco Teóricounclassified

Percepción de los usuarios sobre los servicios hospitalarios en Saltillo, Coahuila México

Méndez Wong,

Amezcua Núñez,

Aguilar Garcés

2023

FACE

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En el ámbito de la sanidad, se considera que la calidad percibida es un factor clave para la eficiencia de los hospitalesen la resolución de problemas de pacientes. En este trabajo se aplica la herramienta SERVQUAL (1988) para evaluarlas percepciones de la calidad del servicio en un entorno sanitario y ahondar en el tema de la medición de la percepciónde los pacientes de los principales hospitales en la ciudad de Saltillo, Coahuila. Es un estudio cuantitativo, descriptivoy correlacional utilizando el análisis factorial de correspondencias para elaborar mapas perceptivos que revelen lasposiciones competitivas percibidas por los usuarios. Los resultados nos muestran los atributos diferenciales para elmercado objetivo, concluyendo que el Hospital del Niño es el nosocomio público mejor evaluado y el CentroHospitalario la Concepción como el mejor de los hospitales privados. Se exponen conclusiones del estudio y las formasen que los resultados pueden utilizarse para mejorar la posición competitiva de los hospitales evaluados.

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“…The development and management of employee IRBBB pose challenges for retailers. The search for a model examining the impact internal variables can exert on the development of IRBBB has become an important topic lately for companies seeking to provide customers with a more manageable and consistent customer experience aligned to the brand promise [89][90][91][92]. Such a model is of particular importance to organizations because besides the need to know if their employees are behaving according to the organization's branding norms, they need to understand and quantify what is currently driving such behavior.…”

Section: Conceptual Frameworkmentioning

confidence: 99%

The Role of Brand Commitment in the Retail Sector: The Relation with Open Innovation

Siqueira

Peña-García

Horst

et al. 2021

Journal of Open Innovation: Technology, Market, and Complexity

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Firm–employee relationships are a prerequisite for customer–firm relationships and, consequently, to organizational success. The development of such relationships can be particularly challenging for retailers because of the complexity of the service component inherent to the environment in which they usually operate. For this reason, organizations need to align employee behaviors with the corporate brand promise so that they can perform a more active role as brand ambassadors. This issue becomes even more complex for organizations with a presence in foreign markets. This study focuses on how the adoption of in-role branding behavior by front-line employees (FLEs) can be influenced by the level of commitment FLEs display towards the corporate brand and how commitment is consequently influenced by corporate brand identity and corporate brand identity FLES’ perception of their role within the organization. The object of the study was the employees of Falabella, a multinational retailer based in Chile with a strong presence in the Colombian market. Results obtained demonstrate that brand commitment positively and significantly impacts FLE brand-oriented behavior in the retail context examined. More specifically, brand identity and role clarity positively impact brand commitment, leading to a positive impact on FLE brand behavior and job satisfaction. The results of this study offer valuable insight for scholars and practitioners regarding employee brand behavior’s engendering process within a retail environment in an emerging market.

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The Role of Internal Marketing in Korea’s Public Medical Sector

Cited by 6 publications

References 44 publications

Consumer or Patient Determinants of Hospital Brand Equity—A Systematic Literature Review

Consumer or Patient Determinants of Hospital Brand Equity—A Systematic Literature Review

Percepción de los usuarios sobre los servicios hospitalarios en Saltillo, Coahuila México

The Role of Brand Commitment in the Retail Sector: The Relation with Open Innovation

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