Market-oriented Expectations Of Cognitive Bias, The Relationship Between Customer Satisfaction And Customer Loyalty Research

Hospital marketing has been an important domain in marketing research in foreign countries, but at home, research on hospital marketing is at start. The hospital marketing indicates that hospitals in great and medium city are/have been the objects of marketing research almost in all studies, but few attention are/have been given to hospitals in county seats. Because the competition of health care market(including county market) becomes more and more drastic and important, especial social duties have on count hospitals' shoulders, evidently, study on Chinese county hospitals from marketing perspective has practical significance.That the relative marketing researches on hospitals are based on Philip.Kotler's marketing theory frame is a misplay of research method; but there exists two shortcomings in the corresponding research in foreign countries: one, analysis method about the three concepts, i.e, MO, gap in expectation and patient loyalty, exists shortcomings, because these concepts are not subdivided; two, the relationship among these concepts (including patient satisfaction) do not been understood correctly. Basing on the method of service marketing, overcoming the shortcomings existing in the foreign study, applying positive method, we aim to understand profoundly the connotation and analyze the relationship among these concepts under the county hospital in this dissertation.Firstly, through reviewing literatures, we analyze profoundly the connotations of these concepts and the relationship among these concepts, and then, based on the background knowledge, we put forward hypothesizes and establish main model and subordinate theory models.Secondly, we introduce research methods of this research, including sample choice, sample source, scale, research procedure and statistic method.In succession, based on sample data, we use EFA and RA to test the validity of scale, following this, some questions in the questionnaire are adjusted. Afterwards, we apply ANOVA and HRA to test all hypotheses. This analysis stage is also been regarded as validation process of main and subordinate model.Lastly, we explain and discuss research results particularly, make out theory contributions and value in this study, point out the theory value of analysis method of concept and systemic understanding of relationship among variables, point out the implications of research results in to county hospital marketing, explain the limitation in this research and point out future research.