品牌资产分析以提高医疗保健利用率。
Brand equity analysis to increase health care utilization.
作者信息
Ernawaty Ernawaty, Wardhani K Kendra, Supriyanto Stefanus, Putri Nuzulul Kusuma, Husniyawati Yeni Rahmah
机构信息
Departement of Health Policy and Administration.
Harapan Keluarga Hospital, Mataram.
出版信息
J Public Health Res. 2020 Jul 2;9(2):1821. doi: 10.4081/jphr.2020.1821. eCollection 2020 Jul 3.
Health care utilization is one of the key indicators in measuring performance of health care services. Strong brand equity suggests positive correlation with great attraction for consumers to use a product. A cross-sectional study was conducted to identify the effects of brand equity to health care utilization. 381 students were selected by simple random sampling. Multiple logistic regression tests were used to analyze the influence between variables. Findings showed that there was an influence between brand equity and health care utilization (P=0.001). In the three attributes, brand equity was known to have an influence to the utilization of health care. The highest influence of the three attributes was brand association (Exp (B) = 2.501). It can be concluded that brand equity affects patient visits to AHCC showing that the brand equity significantly influence patient visits. Promotion to create familiarity and good impression was required to enhance brand equity and increase health care utilization.
医疗保健利用率是衡量医疗保健服务绩效的关键指标之一。强大的品牌资产表明与消费者对产品的高度吸引力呈正相关。进行了一项横断面研究，以确定品牌资产对医疗保健利用率的影响。通过简单随机抽样选择了381名学生。使用多元逻辑回归测试来分析变量之间的影响。结果表明，品牌资产与医疗保健利用率之间存在影响（P = 0.001）。在这三个属性中，已知品牌资产对医疗保健的利用有影响。这三个属性中影响最大的是品牌联想（Exp (B) = 2.501）。可以得出结论，品牌资产会影响患者对AHCC的就诊，表明品牌资产对患者就诊有显著影响。需要进行推广以建立熟悉度和良好印象，以增强品牌资产并提高医疗保健利用率。
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