Research on Brand Building Strategies of Dental Hospitals to Improve the Satisfaction of Dental Patients in Guangzhou

Abstract

With improved oral diagnosis and treatment in Guangzhou, residents have greatly enhanced their awareness of dental health care, and their demands for dental and medical services are increasing. Guizhou residents have increased their investment in dental health. At the same time, as the living standards and income levels increase, the demands for dental programs such as oral health checks, oral health treatments, and oral beauty are also increasing. While service demands become more diverse, service quality becomes more critical. Patient loyalty, defined as a behavior intention with intense satisfaction, is a crucial element to business success for healthcare service providers based on the influencing factors of hospital service level, service attitude, medical technology, medical care service, hospital culture, and brand image to patient satisfaction. The three research objectives are; to investigate the overall situation of online impulse purchase intention of Sichuan college students, to evaluate the brand strategies for dental patients’ satisfaction in Guizhou, to explore the influencing factors relating to patient satisfaction, and to suggest the improvement of the brand building strategies on dental hospitals in Guangzhou.