• Korea Journal of Hospital Management
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• v.19 no.1
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• pp.21-31
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• 2014

This study aimed to find marketing strategy through comparison of internet homepage between national-public hospitals and private hospitals in Korea. A total of 51 hospitals' data were used with frequency, chi-square, t-test, multi-regression, correlation analysis. They were verified by SPSS Ver. 15.0 program. According to the result of this research, national-public hospitals operated more contents of public interests such as social contribution, volunteer work than private hospitals. Otherwise private hospitals operated more contents of costumer interests such as customer counselling, statistical data and cafe of customer voices than national-public hospitals. Synthetically we find that private hospitals try to get closer to the consumer than national-public hospitals. Because feedback and interaction between hospitals and consumer are very important, we suggest that national-public hospitals and private hospitals mutually should operate internet homepage in accordance with consumer needs of medical market.

• East Asian Journal of Business Economics (EAJBE)
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• v.4 no.3
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• pp.1-17
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• 2016

Businesses are using culture marketing as a new promotional tool and as a marketing strategy since consumers have desire for not only economical fulfilment, but also emotional and psychological fulfilment. Similar to service industry, medical service industry has started to use culture marketing on its service industry management side. Therefore, this paper will propose necessity and usable culture marketing in hospitals to identify the current position of culture marketing in medical service industry. In conclusion, the present research offers the following implication. First, culture marketing has a partial offsetting impact to those who have negative emotion regarding the medical service industry. This is because of the positive impact of culture marketing on a customer response and customer satisfaction. Moreover, by considering the fact 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.

• Journal of the Korean Data and Information Science Society
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• v.17 no.4
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• pp.1271-1278
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• 2006

Recently, a profit analysis in hospital management is considered as an important marketing concept. When spatial variability is presented, we must analyze the hospital data with spatial statistical methods. In this study, we present a regression model using spatial covariance for adjustment. And we compare the nonspatial model with spatial model.

• The Journal of the Korean dental association
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• v.42 no.8 s.423
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• pp.571-578
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• 2004

• Journal of Korean Academy of Nursing Administration
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• v.12 no.4
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• pp.615-623
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• 2006

Purpose: The purpose of this study was to examine clinical nurses' perception and education needs for concepts related marketing. Methods: The subjects of this study were 340 nurses who were working in the 9 general hospitals located in Seoul and Gyeonggido. The data were collected using structured questionnaire(Cronbach'${\alpha}$=.98) from Sept. 1 to Oct. 31. of 2005. For data analysis, the SPSS/PC program Version 12.0 was used. Results: The highest mean score of nurses' perception for concepts related marketing was client satisfaction and the lowest mean score was marketing mix. The highest mean score of nurses' education needs was client satisfaction and the lowest mean score was marketing mix. The correlation between subject's general characteristics and nurse's perception was showed in nurses' age, education, hospital size, clinical career, position. The correlation between subject's general characteristics and nurses' education needs was viewed in age, clinical career, position. Conclusion: These results can be used to develop for clinical nurses' marketing education course and plan for marketing strategies of nursing organization.

• Journal of Korean Academy of Nursing Administration
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• v.5 no.2
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• pp.369-388
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• 1999

This study is a descriptive research to establish a positioning strategy of nursing service image, making a perception map on each hospital's nursing service image and ranking construct factors of nursing service image. The results in this study were as follows; 1. The rank of construct factors of nursing service image which were thought important by subjects was the first 'Kindness', the second 'Reliability', the third 'Professional Knowledge', the fourth 'Responsibility', and the fifth 'Advanced Nursing Skill'. 2. The perception map for nursing service image on each hospital showed a hierarchial structure and positioned the first B hospital, the second C hospital, the third D hospital, the fourth A hospital, and the fifth E hospital. The perception map for construct factors of nursing service image and hospitals showed the first dimension : 'Reliability', the second dimension : Kindness', the third dimension : 'Mission', 'Accuracy', 'Neat Appearance', and 'Ethical Aspect', and the fourth dimension : 'Client Advocate', 'Humanistic Consideration', 'Professional Knowledge', 'Responsibility', and 'Advanced Nursing Skill'. 3. The findings of subject's characteristics which affected degree of likeness on each hospital nursing service image to make a marketing strategy were as follows : In A hospital D hospital, and E hospital, the subject group whose hospital dates were under 1 week, education level was upper graduate university, and age was between 40's and 50's, were appeared to have low nursing service image on following construct factors : 'Kindness', 'Reliability', 'Responsibility', 'Mission', 'Neat Appearance', and 'Humanistic Consideration'. In B hospital and C hospital the subject group whose hospital dates were under 1 week or over 5 weeks, sex was woman, and age was 20' s or 40's, having a admission experience on subject hospitals, were appeared to have low nursing service image on following construct factors : 'Professional Knowledge', 'Advanced Nursing Skill', 'Ethical Aspect', and 'Humanistic Consideration'. As the based on above results, nursing managers can use positioning method to develope a marketing strategy for nursing service image.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.18 no.8
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• pp.88-98
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• 2017

The purpose of this study is to investigate the effect of product selection of hospital workers cosmeceutical cosmetics on marketing communication among hospital workers who use cosmeceutical cosmetics that have emerged in line with the recent growing medical skin care field.Coping with complaints from consumers who buy cosmeceutical cosmetics in hospitals where cosmeceutical cosmetics are mainly used and sold, and minimizing the influence of negative issues will potentially strengthen consumer relationships. The study was conducted on 520 hospital workers who use cosmeceutical cosmetics in hospitals (dermatology, plastic surgery, women's clinic, and other hospitals) in Seoul, Gyeonggi and Incheon. A total of 502 questionnaires were used for the final analysis. The data analysis consisted of Cronbach's alpha, one-way ANOVA, exploratory factor analysis and Duncan test. Correlation analysis was performed to investigate the correlation between variables, and regression analysis was conducted to test hypotheses. The study results revealed that when choosing cosmetic cosmetics, marketing communication is influential. Especially, product value, quality, and price factors strongly affect marketing communication. This shows that we value the product and quality the most and we want a reasonable price. Considering this, we will pursue differentiated products only from cosmeceutical cosmetics and provide them as basic data necessary for securing potential customers and increasing the sales of cosmeceutical cosmetics in accordance with the changing trends.

• Korea Journal of Hospital Management
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• v.8 no.3
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• pp.143-160
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• 2003

Due to the dramatic and situational change in medical industry, it has became very important to keep existing patients and to attract new patients by monitoring the medical consumer's expectation and various needs and ensuring the patients' satisfaction. This study regards the patients' satisfaction as the final object of medical service. So the object of this study is to provide useful data for the decision making and medical service marketing by exploring the problems generated by the cognition difference for the medical service between inpatients and outpatients, by responding for the problems and by examining the relationship between the satisfaction with the medical service and revisiting. To achieve the object of this study, literature research and empirical analysis were used. I establish the research model based on the existing service marketing and some hypotheses were chosen for the empirical analysis. As a result of empirical analysis for the five hypotheses, two hypotheses were chosen. First, there was cognition difference about accessibility and convenience between inpatient and outpatient. I guess that the satisfaction degree of inpatient is higher than the outpatient because the inpatient has the reliability for the hospital and determines the hospitalization or emergent coming to hospital. Second, the fifth hypothesis, "the satisfaction of patient will influence the revisiting." was chosen. The hypothesis is not only coincident with existing scholars and studies but also it provides the meaningful points for medical service marketing. The result shows that the parties concerned with hospital management should endeavor for the patient satisfaction in medical service, and that hospital management should be medical consumer centered. To measure the quality of medical service, the cognition differences for accessibility, convenience, physical environment, and human service were evaluated and the result shows that the cognition difference for the accessibility and convenience was outstanding. The analysis shows that there was cognition difference in the four categories among six subcategories in the human service -- the attitude of medical technologist, the attitude of doctor, the length of time for doctor's diagnosis for the patient and doctor's explanation. Therefore, I think that further study is required for the cause analysis for service categories which have cognition difference between inpatient and outpatient. I think the result will be very useful. Through this study, the relationship between patient satisfaction with the medical service and revisiting was verified. And it suggests that, to face the changing medical environment actively and to improve the quality of medical service, marketing strategy should be focused not on medical service providers but on medical service consumers and that the further studies for the medical consumer should be continued.

• Korean Journal of Occupational Health Nursing
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• v.20 no.1
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• pp.65-73
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• 2011

Purpose: This study investigates nurses' organizational commitment, internal marketing, and occupational satisfaction depending on their age, martial status, clinical experience and income. Methods: The subjects of this study were 350 nurses from six hospitals in Jeolla-do. The t-tests were used to analyze the differences in internal marketing, occupational satisfaction, and organizational commitment depending on their age, marital status, career, and income. The relationships among internal marketing, occupational satisfaction, and organizational commitment were analyzed by the path analysis. Results: The results of this study showed that organizational commitment was correlated with age, clinical experiences, and income, but not significantly associated with martial status. Education and training policy, benefit system, and fairness of the internal marketing were influencing factors on occupational satisfaction. These factors were correlated with organizational commitment through occupational satisfaction. Conclusion: This study addressed the relationships among nurses' internal marketing, occupational satisfaction, and organizational commitment. Based on the results, it is suggested that hospital organizations introduce more diverse incentive policies to enhance nurses' occupational satisfaction and organizational commitment.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.21 no.7
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• pp.146-155
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• 2020

This study was conducted from December 26, 2018 to January 4, 2019 in order to analyze the effects of hospital internal marketing on job performance and loyalty based on nurses' perception. The participants were 250 nurses at general hospitals located in Gyeonggi-do. The results of this study are as follows: First, internal marketing in hospitals had a statistically significant effect on organizational and future vision, education and training systems, communication, organizational attributes, and job performance (F=29.118, p<.001). The training system, organizational and future vision, compensation and welfare system, and work management environment were found to have a statistically significant effect (F=38.671, p <.001) on loyalty, and the effect of job performance on loyalty was statistically significant (F=87.324, p<.001). Second, the relationship between hospital internal marketing based on nurses' perception and loyalty was found to have a statistically significant positive (+) effect on stage 1 job performance (p<.001) and a statistically significant positive effect on stage 2 loyalty (+) (P <.001). The third-level internal marketing regression coefficient was significant, and job performance was also significant (P <.001). Based on these results, there is a need for hospital management to strengthen internal marketing in order to increase performance level and loyalty among nurses.