The Effectiveness Of Hospital Marketing Promotion

Zahari, Noor Mazriha (2017) The Effectiveness Of Hospital Marketing Promotion. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

In recent years, competition among hospital has become increasingly intense. The challenges of hospital have to face also greater. Hospital have increasingly spent more time thinking about how to build good image, increase their competitive strength, and attract consumer to their hospital consumer. Using the population of consumer in Melaka as sample, this research will discuss the effectiveness of hospital marketing promotion. This research expects to understand consumer preferences regarding consumer promotion methods which promotional tools create more loyalty among consumer. Based on the outcomes of the investigation, the following three objectives were obtained: (1) To identify promotional tools use by hospital. (2) To study relationship between hospital promotional activities and consumer choice of hospital. (3) To determine which promotional tools has significant effect on consumer choice of hospital. The study adopted an explanatory research design which conducted with casual study. The data gathered from each individual data source. This study also defining nature of a cross- sectional study, it can compare different populations group. The data collection for this study obtain from primary and secondary data which comes from internet survey, questionnaires distributed and readings of journals and articles. The pilot test conducted by two time, where pre-test the questionnaires which 30 respondents and actual questionnaires with 170 or respondent. Normally, before the actually questionnaires distributed, this research used a non-probability techniques because the result is not known, while probability techniques used after questionnaires distributed. The data collected running using SPSS statistics software. Descriptive statistics calculated mean, median, mode, standard deviation, frequency and percentages of this result. The method for correlation analysis is to measures of the relationship between dependent variable and independent variables. The findings of this study of this study were arrived at based on the analysis conducted. Some of the major findings of this study relate to necessity of consumer find the information through promotional tools used by hospital. So, consumer don’t lack overlook the information of hospital and can be a consumer loyalty. This research important to hospital industry as it valuation made whether the promotional strategies it has adopted have been beneficial to them or not thus coming up with appropriate promotional policies. Government can understand how hospital industry use promotional strategy to get competitive, but because of a lot of competition is that is strong from local health care industry. They continue with stand with variety of promotion.

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