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KMID : 0355420100340030346
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Journal of Korean Academy of Oral Health
2010 Volume.34 No. 3 p.346 ~ p.353
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A positive word-of-mouth and related factors among dental out-patients
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Yang Hae-Young
Song Keun-Bae
Ahn Sang-Hun
Jin Ki-Nam
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Abstract
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Objectives: The purpose of this study was to evaluate the effect of positive word-of-mouth referrals of dental clinic patients. The study hoped to discover positive word-of-mouth influences for actual dental marketing practices and find ways to apply the results in word-of-mouth marketing.
Methods: Data were collected from 320 dental clinic patients living in Seoul and Gyeong Gi-Do areas between October 15th and October 29th, 2007, using self recording questionnaires. A chi-square test, an independent t-test, and logistic regression analysis were applied to assess the effects of a positive word-of-mouth and related factors among dental out-patients.
Results: Age was positively related with experience of word-of-mouth. The tendency of opinion lead/pursuit was higher in the positive word-of-mouth group than in the negative group. The methods by which positive word-of-mouth messages were communicated included face to face encounters, telephone calls, e-mails, and via web sites as the most common. Factors that positively influenced word-of-mouth behaviors were age, tendency of opinion lead/pursuit, high satisfaction scores with their dentist, and the kindness of the dentist. The data showed statistically significant differences.
Conclusions: Not only can factors that positive influence word-of-mouth marketing strategy be used as a standard of classification for word-of-mouth marketing, but also, they can be used to increase the synergy with other dental marketing methods.
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KEYWORD
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dental-patient, marketing strategy, positive word-of-mouth
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