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A study on the relationships among experiential marketing, customer satisfaction, customer loyalty and brand image-The case of health application software

Presenter: Yong-Chuan, CHUNG Administration Management, Kaohsiung Municipal Siaogang Hospital Department of Business Management, National Sun Yat-senUniversity

©2020Kaohsiung Municipal Siaogang Hospital

Contents

• Background

• Literature Discussion

• Methodology

• Finding and Analyses

• Results

• Conclusion

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Background

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• The COVID-19 has spreads around the world since 2020, with almost 96.6 million cases and over 2 million deaths by now.

• Driven by national policies, the application of smart health in Taiwan has become mature.

• People start to value health nowadays, and think the health status does not make better after the check-up.

• We cooperate with technology company to develop the health application to take care sub-health group.

• It contains medical record (like physiological measurement, sleep record, tracks steps), health report, education promotion and so on, and also links with health bank of National Health Insurance for people to manage their health status.

Purpose The purpose of this study is to discuss how to use application software designed by customer needs to increase customer satisfaction and brand image and research results provide managerial implications to hospital managers.


Literature Discussion

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App for health

management

Experience

marketing

VS

Brand

management

Customer

Satisfaction

Customer

Loyalty

1. Technological proficiency, interest in reading health information, and convenience will directly and indirectly affect the intention of using APP management.(SIAO,SHIH-RONG，2013)

2. Benefits Quality of care type APP, convenience, usefulness, health information inquiry interest are all factors that influence the intention to use(HUANG,GUO-RUEI，2016)

1. After observing or participating in something, consumers feel the stimulus to stimulate the motivation, generate the identity of consumer behavior or thinking, and enhance the value of the product(Bernd Schmitt, 1999)

2. In the empirical case from Mayo Hospital, it is found that after receiving treatment, patients will have a positive impression of dependence and make the brand image , an then become brand trust. (Berry , 2000)

1. Customer satisfaction is an important factor that affects customers' purchasing decisions or repeated consumption(Kotler, 2003; Wirtz and Bateson, 1995)

2. Customer satisfaction is a state of the buyer’s perception of whether the compensation for the sacrifices made by purchasing a certain product is appropriate(Howard and Sheth, 1969).

1. Customer satisfaction is an important factor that affects customers' purchasing decisions or repeated consumption(Kotler, 2003; Wirtz and Bateson, 1995)

2. Customer satisfaction is a state of the buyer’s perception of whether the compensation for the sacrifices made by purchasing a certain product is appropriate(Howard and Sheth, 1969).


Conceptual Framework

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H1: Experiential Marketing → Customer Satisfaction

H2: Experiential Marketing → Customer Loyalty

H3: Experiential Marketing , Customer satisfaction, Customer Loyalty →

Brand Image

H4: Experiential Marketing , Customer Satisfaction, Customer Loyalty,

Brand Image →Demographic Variables


Methodology

• To compile the research questionnaire, this study consults the

literature and makes revisions according to medical industry

characteristics.

• Moreover, two experts—one of whom is an attending physician

and supervisor at a hospital and a university professor while the

other is a professor in the school of business and management

at a national university in southern Taiwan—are recruited for

expert validity and questionnaire pretest, thereby ensuring the

relevance of questionnaire items.

• In addition, the study collected data from hospital customers

who have used health application software in Kaohsiung, and

applied by multiple regression analysis to analyze hospital

customers' data.

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Finding and Analyses (1)

• A total of 265 questionnaires are collected, 262 of which are valid; a valid-response rate of 87.3%.

• Regarding demographic variables, the majority of participants are female, are aged 41 to 50years, have an educational attainment of college.

• It shows that hospital brand image, experience marketing, customer satisfaction and customer loyalty are all highly positive relationships by Pearson Correlation

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•The experiential marketing related with the customer satisfaction positively and significantly.



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• The experiential marketing related with the customer loyalty positively and significantly.

• The geographic variables on education relate partially with the customer loyalty

and experiential marketing



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• The experiential marketing related with the customer satisfaction, customer

loyalty and brand image positively and significantly.

• The geographic variables on gender relate partially with the customer

satisfaction and brand image.


Conclusions

• It can increase customer satisfaction, customer loyalty and brand image after customers use health application software.

• Customers share the experience to their friends and relatives, such as physiological information, check-up report, and health bank and so on, also increase customer satisfaction, customer loyalty and brand image. These results are same as many scholars. (Cardozo, R, 1965; Reicheld, 1996; Chaudhuri, A, 2001; Chang, H, 2009)

• Medical institutions should make good use of the application of smart health to strengthen the brand image and service value.

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Limitations of the Study

• Considering the use of experimental research methods. EX: groups that use and do not use APP

• Adding variables to explore the impact on customer satisfaction, customer loyalty and brand image, such as health information quality, convenience, usefulness, ease of use, interest in health information query , etc.

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THANKS FOR LISTENING

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