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Số người truy cập: 107,020,437

 Website Marketing Activities in Healthcare Service Sector – A Case in Danang
Tác giả hoặc Nhóm tác giả: Phuong Truong, Huong Doan, Long Tran
Nơi đăng: EDESUS Proceedings 2019 “Global Changes and Sustainable Development in Asian Emerging Market Economies”; Số: ISBN: 978-3-030-81435-9;Từ->đến trang: 111-111;Năm: 2019
Lĩnh vực: Kinh tế; Loại: Báo cáo; Thể loại: Quốc tế
TÓM TẮT
Studies in healthcare service have been received remarkable attention from both
researchers and practitioners. This specific topic is interesting because of not only its complexity
in nature as highly customized, highly risk-taking but also the high extent of co-production in the
value creation process (Vogus & McClelland, 2016). This study was implemented with the
involvement of more than 40 healthcare service providers in order to augment better
understandings of the current marketing practices using website within this specific sector. Four
dimensions including information, communication, transaction and relationship proposed by Li et
al in 2015, with modifications against the research context were deployed to evaluate the
website marketing activities. While the information and communication dimensions initiate the
relationships between customer and provider, the communication and transaction ones maintain
and develop these relationships. Research findings suggested that in Danang, the transactionand relationship dimensions should be received a better consideration due to their importance.
ABSTRACT
Studies in healthcare service have been received remarkable attention from both
researchers and practitioners. This specific topic is interesting because of not only its complexity
in nature as highly customized, highly risk-taking but also the high extent of co-production in the
value creation process (Vogus & McClelland, 2016). This study was implemented with the
involvement of more than 40 healthcare service providers in order to augment better
understandings of the current marketing practices using website within this specific sector. Four
dimensions including information, communication, transaction and relationship proposed by Li et
al in 2015, with modifications against the research context were deployed to evaluate the
website marketing activities. While the information and communication dimensions initiate the
relationships between customer and provider, the communication and transaction ones maintain
and develop these relationships. Research findings suggested that in Danang, the transactionand relationship dimensions should be received a better consideration due to their importance.
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