The Analysis of a Causal Relationship of a Medical Center's Culture Marketing on Customer Emotional Response and Satisfaction

This paper will propose the necessity and usable culture marketing in hospitals to identify the current position of culture marketing in the medical service industry. The research targeted medical consumers who have experienced culture marketing large size hospitals and asked them to fill out self-administered questionnaire. The collected data was analysed by suing SPSS 18.0 and Amos 18.0 programs. To consider convergent validity, reliability and average variance extracted values were calculated. Then, a correlation analysis was conducted to measure correlation among deducted factors. Lastly, a structural equation model was verified based on research hypotheses. As a result, it has been identified that positive customer satisfaction has a favorable impact on customer satisfaction and negative customer satisfaction has an unfavorable influence on customer satisfaction. Because of an increase in the number of commercialized medical centers, hospitals, which are in the unattractive environment and perfect competition, should use culture marketing as an important method of marketing to increase service quality. Moreover, by considering the fact that that only a culture synthesis and a culture style have a positive impact, focusing on a culture synthesis and a culture style would be treated as an advantageous strategy.