- Volume 12 Issue 12
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A Study on Customer Loyalty and Word-of-Mouth Effect according to Character Trait of Patient in Dental Clinics
치과내원환자의 성격특성에 따른 고객충성도 및 구전효과 연구
- Yang, Hae-Young (Dept of Dental Hygiene, Taegu Science University)
- 양해영 (대구과학대학교 치위생과)
- Received : 2011.10.26
- Accepted : 2011.12.13
- Published : 2011.12.31
Recently in the dental world, competition in the medical industry has been intensified due to the prolonged economic stagnation, the quantitative expansion of medical institutions, the enhancement of medical consumers'awareness of rights, and the diversity of medical consumer needs. Dental institution management of the difficulties is the requirement for dental institution to ensure competitiveness. So Word-of-Mouth marketing, which creates high marketing effectiveness with low cost, needs to be actively utilized as a new alternative to mass communication marketing. This research is to accurately grasp the target group of dental medical marketing activities through research on the degree of customer loyalty and Word-of-Mouth effects according to character trait of the patients visiting dental clinics, and to present the basic data for Word-of-Mouth marketing strategies from a viewpoint of practical business through presenting Word-of-Mouth promotion factors. To achieve this, questionnaire survey was conducted on 10 dental clinics located in Daegu for 4 weeks from April 11, 2011 to May 6, 2011 and 612 copies of responses to the questionnaires for final data for analysis were obtained. The results of the analysis are as follows. There were no significant differences in the degree of customer loyalty according to character trait of the subjects between the introverts and the extroverts, and the subjects with high market mavens propensity were found to show high degree of customer loyalty (F=5.243, p=.006). In the differences in Word-of-Mouth effectiveness according to character trait, there were greater differences in Word-of-Mouth experiences in the extrovert subjects (
Word-of-Mouth Effect;Customer Loyalty;Character Trait;Market Mavens
Supported by : 대구과학대학교
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