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Detail Article

Administrasi dan Kebijakan Kesehatan

ISSN 1412-8853

Vol. 9 / No. 2 / Published : 2011-05

TOC : 5, and page :97 - 103

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Original Article :

Recomendation of inside-out approach on branding activity

Author :

  1. Wahida Nurusshobah*1
  1. Dinas Kesehatan Kabupaten Sumbawa Barat, Nusa Tenggara Barat

Abstract :

After implementing Islamic Services to describe SYIFA value, in Islamic Surabaya Jemursari Hospital (ISJH), on each service provided, there was still unsatisfaction in inpatient services (average 8.1%) at June 15 untill July 30 of 2009. The purpose of this study is to formulate recommendations for inside-out approach on branding activity. This study was a marketing research, conducted by a survey. This study used two categories of respondents, first were community respondents, and second were outpatient respondents. The outcomes from the survey showed that the brand equity of ISJH was low in the current respondents, while brand equity is high on outpatient respondents of ISJH. Simple regression analysis showed influence of brand equity on the external customer brand loyalty. The brand equity of ISJH was low in community respondents, but high rate in outpatient respondents of ISJH, SYIFA value were not  the main reason for patients to make repeat purchases. The recommendations must use brand management approaching, that has been done to create branding with an inside-out method, ie that can be done by setting the value SYIFA policies both in general and operational procedure, communicate the SYIFA value to employees, and asses the outcome of  SYIFA value on customer and organizational.

Keyword :

brand management, brand equity, brand loyalty, inside-out,


References :

  1. Whisman Rex, (2009). Internal Branding: a University’s most valuable intangible asset. Volume 18 No. 5 p. 367–370 : Journal of Product & Brand Management


   


Archive Article

Cover Media Content

Volume : 9 / No. : 2 / Pub. : 2011-01
  1. The influence of employees factor, organization, work satisfaction and commitment towards withdrawal process
  2. Obedience officer in the implementation of sops
  3. Unit cost calculation using activity based costing method as the basis of rationalized tariff
  4. Efforts to decrease antibiotic medication by behavioral intention
  5. Recomendation of inside-out approach on branding activity
  6. Planning of service quality deployment based on house of quality method
  7. Managing voice of the customer based on patient satisfaction
  8. Recommendations to increase pap test screening utilization of patient who had mammography screening
  9. Social marketing plan to improve permanent tooth filling at the dental clinic of public health center