The Relation between Electronic Marketing of Health Care Services and Hospital Image as Perceived by Staff Nurses
Abd Elalim Etway, E., Farouk Kamel, F. (2021). The Relation between Electronic Marketing of Health Care Services and Hospital Image as Perceived by Staff Nurses. EKB Journal Management System, 12(4), 1323-1340. doi: 10.21608/ejhc.2021.207955
Eman Abd Elalim Etway; Fawzia Farouk Kamel. "The Relation between Electronic Marketing of Health Care Services and Hospital Image as Perceived by Staff Nurses". EKB Journal Management System, 12, 4, 2021, 1323-1340. doi: 10.21608/ejhc.2021.207955
Abd Elalim Etway, E., Farouk Kamel, F. (2021). 'The Relation between Electronic Marketing of Health Care Services and Hospital Image as Perceived by Staff Nurses', EKB Journal Management System, 12(4), pp. 1323-1340. doi: 10.21608/ejhc.2021.207955
Abd Elalim Etway, E., Farouk Kamel, F. The Relation between Electronic Marketing of Health Care Services and Hospital Image as Perceived by Staff Nurses. EKB Journal Management System, 2021; 12(4): 1323-1340. doi: 10.21608/ejhc.2021.207955

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, Page 1323-1340  XML PDF (312.23 K)
Document Type: Original Article
DOI: 10.21608/ejhc.2021.207955
View on SCiNiTO View on SCiNiTO
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
Statistics
Article View: 113
PDF Download: 157