Pre-evaluation of Customer Development and Credence Features in Medical Service Marketing:Taking TCM Service Industry as an Example
10.3969/j.issn.1005-5304.2015.08.002
- VernacularTitle:医疗服务营销中顾客演进与信用特征预评估——以中医药服务行业为例
- Author:
Min DENG
;
Fengqi LUO
;
Wei YANG
- Publication Type:Journal Article
- Keywords:
credence quality;
pre-evaluation;
customer development;
TCM service
- From:
Chinese Journal of Information on Traditional Chinese Medicine
2015;22(8):4-8
- CountryChina
- Language:Chinese
-
Abstract:
Medical service products have a lot of features, such as differences, intangibility and difficulty in evaluating, which greatly increase the difficulty in the transition of customer development from customers to service experiencers. Customer transition is mainly based on the pre-evaluation of service providers. In other words, credence evaluation of service providers is conducted from the combination of information from service providers, customers and self-awareness. When the results of the evaluation are dependable, customers will be under the transition. This article was based on the differences in customer cognition and experience background. It set the group that had never received TCM services as objects and conducted analysis on customer development. It established measurement indexes and questionnaire for customer pre-evaluation. PCA and Logistic regression analysis were used to deeply deal with data to unveil the key factors that influence credence evaluation. Credence mechanism was established according to the results to promote customer development in TCM service consumption.
