The Effects of Physical and Virtual Service Quality , Brand Image on Brand Response in Medical Institutions
| Autor: | Yueh-Ting Chen, 陳岳廷 |
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| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 In these years, Internet increased rapidly and changed our lives, more and more physical use online service. The research about physical service quality in Taiwan was focus on discussing the waiting time or patient’s satisfaction but without service quality of space. Also, the process of how the hospital recognition influences consumer’s behaviour is discussed hardly in those researches. Therefore, the purpose of this article is trying to identify the relation between service quality of entity space and service quality of virtual space. The article is based on the S-O-R model (Davis et al., 2003) to examine the role of physical service quality, patient’s recognition and behaviour. Moreover, this article discussing how service quality of space effect patient’s brand image. Also, discussing brand response. The research based on a cross-sectional design and quota sampling method. The research population are 20 years old and went to same physical above 2 times, also had used physical website. In this study, a total of 300 questionnaires were distributed and 272 were returned, 67 questionnaires were incomplete, and 205 questionnaires were valid, recovery rate 68.33%. The finding of research is as followed: 1. The physical service quality of entity space variables has an effect on brand image. 2. The physical brand image has an effect on brand response and forward perception. 3. The physical service quality of entity space variables has an effect on brand response and forward perception. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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