Beyond Promotion: A Critical Assessment of Healthcare Marketing Communication, healthcare service quality and Its Influence on hospital Outpatient Satisfaction
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The study attempts to fill the research gap in innovative healthcare marketing literature by examining the impact of innovative healthcare marketing communication and healthcare services quality on hospital outpatient satisfaction. A total of 317 hospital outpatients were selected from 15 modern care hospitals. A self-developed questionnaire was adopted to elicit quantitative data from hospital outpatients. The three sub-variables of innovative healthcare marketing communication showed that -value creation (β = 0.397, t=8.268, p<0.05) and telemedicine (β = 0.479, t=7.746, p<0.05) significantly predicted outpatient satisfaction, and prescription management (β = 0.108, t=1.411, p>0.05 at 0.159). Service quality variables showed that reliability (β = 0.374, t=5.882, p<0.05), responsiveness (β = 0.121, t=2.295, p<0.005), empathy (β = 0.333, t=6.795, p<0.05) and tangibility (β = 0.292, t=3.650, p<0.05) significantly predicted outpatient satisfaction. Assurance (β = -0.132, t=1.664, p>0.05 at 0.97) was insignificant. The study concludes on appropriate users’ trust in clinical services such as accurate diagnosis, availability of medical personnel, reliable mobile network service, measurable risk and service assurance.
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