Administrasi dan Kebijakan Kesehatan
ISSN 1412-8853
Vol. 9 / No. 2 / Published : 2011-05
Order : 5, and page :97 - 103
Related with : Scholar Yahoo! Bing
Original Article :
Recomendation of inside-out approach on branding activity
Author :
- Wahida Nurusshobah*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 :
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 |
|