The Relation between Electronic Marketing of Health Care Services and Hospital Image as Perceived by Staff Nurses | ||
| Egyptian Journal of Health Care | ||
| Article 86, Volume 12, Issue 4, December 2021, Pages 1323-1340 PDF (312.23 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/ejhc.2021.207955 | ||
| Authors | ||
| Eman Abd Elalim Etway1; Fawzia Farouk Kamel2 | ||
| 1Assistant Professor of Nursing Administration Faculty of Nursing, Cairo University, Egypt | ||
| 2Assistant Professor of Nursing Administration Faculty of Nursing, Benha University, Egypt | ||
| Abstract | ||
| Background: Electronic marketing is a new concept that can play a crucial role in providing health care, setting great opportunity to access millions of clients. Also, it maintains relation and construct a idealize image among the clients and hospitals. Aim: examine the relation between electronic marketing of health care services and hospital image as perceived by staff nurses. Design: descriptive correlational design was used in this study. Setting: Study was conducted at New Kaser El Aini Teaching Hospital, Cairo University/Egypt. Subjects: Convenient sample consisted of (100) staff nurses. Tools: Data were collected through using two tools: Electronic marketing questionnaire and hospital image questionnaire. Results: the highest percent of staff nurses (46.0%) had high perception level regard electronic marketing of health care service. The highest mean percent (79.4%) was related to distribution of services domain followed by promotion of services domain (74.0%) followed by provided services domain (58.6%). Also, most of staff nurses (77%) had high perception regarding hospital image. The highest mean percent (92.1%) was related to effect domain followed by motivator domain (91.4%) followed by desire domain (74.8%). Conclusion: there was a positive statistical significant correlation between electronic marketing and hospital image. Recommendations: working to create electronic marketing techniques to ensure acceptable levels of interaction between customers and service providers and contracting with private companies to design websites, so that makes the site more accessible, and more attractive | ||
| Keywords | ||
| Electronic Marketing; Health Care Services; Hospital Image; Staff Nurses | ||
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