牙科中的品牌体验和客户忠诚度:感知品牌真实性的作用
Ghaith Al-Abdallah1,2, Jegr Ababakr1
1University of Kurdistan Hewlêr, Erbil, Iraq.
International journal of dentistry
|December 4, 2023
概括
品牌体验显著提高了牙医诊所的客户忠诚度. 品牌真实性调解了这种关系,而频繁的访问增强了品牌体验对忠诚度的积极影响.
科学领域:
- 营销 营销 营销 营销 营销 营销
- 消费者行为 消费者行为
- 医疗保健管理的管理
背景情况:
- 了解客户忠诚度的驱动因素对于牙科诊所等基于服务的行业至关重要.
- 品牌体验 (BE) 越来越被认为是影响客户保留的关键因素.
- 在BE-CL关系中,品牌真实性 (BA) 和访问频率的作用需要进一步研究,特别是在医疗机构.
研究的目的:
- 调查品牌体验 (BE) 对牙医诊所客户忠诚度 (CL) 的直接影响.
- 检查品牌真实性 (BA) 在BE-CL关系中的调解作用.
- 评估访问频率对BE-CL链路的缓解效应.
主要方法:
- 使用横截面调查进行量化,演性的研究.
- 从伊拉克库尔德斯坦牙科诊所的952名患者收集的数据 (2022年7月至8月).
- 使用SPSS AMOS 26进行的统计分析.
主要成果:
- 品牌体验 (BE) 对客户忠诚度 (CL) 有显著的积极影响.
- BE的情感,认知和行为维度对CL产生积极影响.
- 品牌真实性 (BA) 在很大程度上调解了BE和CL之间的关系.
- 牙医访问的频率增加积极调节了BE-CL关系.
结论:
- 积极的品牌体验对于培养牙科服务客户忠诚度至关重要.
- 培养品牌真实性可以加强品牌体验和客户忠诚度之间的联系.
- 鼓励定期的患者访问可以放大品牌体验对忠诚度的积极影响.
相关概念视频
01:15Teeth
435
The formation of teeth, also known as odontogenesis, is a complex process that begins in utero, around the sixth week of embryonic development. There are three stages to this process: the bud stage, the cap stage, and the bell stage.
In the bud stage, the tooth germ (an aggregation of cells) starts to form in the developing jawbone. During the cap stage, the tooth germ differentiates into enamel organ, dental papilla, and dental sac, which will later develop into the tooth's enamel, dentin...
In the bud stage, the tooth germ (an aggregation of cells) starts to form in the developing jawbone. During the cap stage, the tooth germ differentiates into enamel organ, dental papilla, and dental sac, which will later develop into the tooth's enamel, dentin...
435
01:21Tooth Anatomy
495
The human tooth enables us to eat a variety of foods, speak clearly, and even aid in shaping our faces. Teeth are composed of various elements that work together. Here's a detailed look at the anatomy of a human tooth.
The Crown, Neck, and Root
The visible part of the tooth is referred to as the crown. It's covered by enamel, the hardest substance in the human body. The crown is uniquely shaped for each type of tooth, allowing for different functions such as cutting, tearing, or...
The Crown, Neck, and Root
The visible part of the tooth is referred to as the crown. It's covered by enamel, the hardest substance in the human body. The crown is uniquely shaped for each type of tooth, allowing for different functions such as cutting, tearing, or...
495
00:52Social Proof
27.7K
Social proof is a form of persuasion based on comparison and conformity. People compare their behavior and actions to what others are doing and will change to conform to do what their peers do.
27.7K