This study is a descriptive research to establish a positioning strategy of nursing service image. making a perception map on each hospital´s nursing service image and ranking construct factors of nursing service image.
The results in this study were as follows
1. The rank of construct factors of nursing service imagE~ which were thought important by subjects was the first `Kindness,. the second `Reliability. the third ´Professional Knowledge, the fourth ´Responsit~ility", and the fifth `Advanced Nursing Skill´.
2. The perception map for nursing service image on each hospital showed a hierarchial structure and positioned the first B hospital, the second C hospital, the third D hospital, the fourth A hospital, and the fifth E hospital.
The perception map for construct factors of nursing service image and hospitals showed the first dimension ~ ´Reliability", the second dimension : ´Kindness`, the third dimension ~ `Mission". ´Accuracy", ´Neat Appearance`. and ´Ethical Aspect´, and the fourth dimension : `Client Advocate", ´Humanistic Consideration", `Professional Knowledge´, ´Responsibility", and ´Advanced Nursing Skill".
3. The findings of subject"s characteristics which affected degree of likeness on each hospital nursing service image to make a marketing strategy were as follows
In A hospital, D hospital, and E hospital, the subject group whose hospital dates were under 1 week, education level was upper graduate univers_ity, and age was between 40"s and 50´s, were appeared to have low nursing service image on following construct factors : ´Kindness´, ´Reliability´, ´Responsibility", ´Mission´, ´Neat Appearance´, and ´Humanistic Consideration´.
In B hospital and C hospital, the subject group whose hospital dates were under 1 week or over 5 weeks, sex was woman, and age was 20"s or 40´s, having a admission experience on subject hospitals, were appeared to; have low nursing service image on following construct factors ~ ´Professional Knowledge´, ´Advanced Nursing Skill´, ´Ethical Aspect", and ´Humanistic Consideration".
As the based on above results, nursing managers can use positioning method to develope a marketing strategy for nursing service image.
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