|
KMID : 0926620140190010021
|
|
Korean Journal of Hospital Management
2014 Volume.19 No. 1 p.21 ~ p.31
|
|
|
A Study on Internet Marketing Strategy Through Homepage Comparison Between National-Public General Hospitals and Private General Hospitals
|
|
Ahn Sang-Yoon
Kim Kwang-Hwan
|
|
|
Abstract
|
|
|
|
This study aimed to find marketing strategy through comparison of internet homepage between national-public hospitals and private hospitals in Korea. A total of 51 hospitals’ data were used with frequency, chi-square, t-test, multi-regression, correlation analysis. They were verified by SPSS Ver. 15.0 program. According to the result of this research, national-public hospitals operated more contents of public interests such as social contribution, volunteer work than private hospitals. Otherwise private hospitals operated more contents of costumer interests such as customer counselling, statistical data and cafe of customer voices than national-public hospitals. Synthetically we find that private hospitals try to get closer to the consumer than national-public hospitals. Because feedback and interaction between hospitals and consumer are very important, we suggest that national-public hospitals and private hospitals mutually should operate internet homepage in accordance with consumer needs of medical market.
|
|
|
KEYWORD
|
|
|
Hompage contents, Public interests, Customer interests, consumer needs
|
|
|
FullTexts / Linksout information
|
|
|
|
|
|
Listed journal information
|
|
 
|