The Study of Relationship among Experiential Marketing, Experiential Value and Royalty in Self-Paid Health Examination
Date Issued
2016
Date
2016
Author(s)
Tsai, Yu-Han
Abstract
Background:Nowadays health care institutions have transformed to focus more on the value of patient experiences. Those institutions can enhance competitiveness effectively if customers get pleasurable experiences. Because people pay much more attention to their health, health examinations provided from government isn’t enough. So it leads to an increasing demand for self-paid health examinations. Purpose:The purposes of this research include: (1)to discuss whether there are different experiences among customers in the health examination institution; (2)to discuss whether there are different values among customers after the health examination; (3)to discuss the influences of different experiences on experiential value, customer satisfaction and customer loyalty; (4)to discuss the difference among five types of experiential marketing: sensory experiences, affective experiences, creative cognitive experiences, physical experiences and social-identity experiences. Method:This research conducted a cross-sectional survey of 308 customers in the health examination institution of the medical center. Data were collected from customers who accept self-paid health examination, using a structured questionnaire. Customers rated their feelings on a self-reported questionnaire after the health examination. The survey was conducted during January 29 to March 7 in 2016. Conclusion:Most respondents had positive feelings of all types of experiences and experiential value toward the health examination institution. The affective experience was scored highest among all the experiences and the service excellence value had highest score among three types of experiential value. The study found that all the experiences would affect experiential value which would have positive impact on customer satisfaction and loyalty. In addition, experiential marketing directly influence customer satisfaction and loyalty.
Subjects
self-paid health examination
experiential marketing
experiential value
customer satisfaction
customer loyalty
Type
thesis
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