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Creating the Foundation of a healthcare Research Project

Chinese Business Review 2013年第2期12卷 131-136页

作者： Bobeica Ana Maria Academy of Economic Studies Bucharest Romania

The research topic of this paper develops a case study approach that builds on the foundations of Yin＇s ＂linear model＂ and ＂the best practice＂ used in theoretical case studies at international research literature. It discusses the case study method and its role and focusing on research questions like healthcare branding, research design, and methodic. Also presents the case study research theory for a research case study. The methods used in this paper are based on hypothesis of a generic hospital branding strategy for the Romanian Private Hospital and also may apply to the Romanian strategy of development of public healthcare entities and partnerships between public and private healthcare entities. An empirical test of the relationships among branding loyalty and awareness, customer satisfaction, trust and relationship commitment suggests that Romanian hospitals can be successful in creating an image and positive brand equity if they can manage their customer relationships well. This can be done through a coordinated strategy of management and marketing development of healthcare entities. The results highlight the dominance of case-study research in qualitative marketing healthcare and highlight the importance of customer relationships in the branding practice of healthcare marketing. It also shows that marketing managers can succeed in creating positive brand equity and image if they can manage relationships with their customers well.

关键词： healthcare marketing research case study branding in healthcare customer relationship brand equity healthcare research case study research quality of research quality management

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