Research On Customer Loyalty And Promotion Strategy Of G Medical Beauty Hospital

With the rapid development of social economy,people’s external demand for body image has also reached a deeper and broader level.Private medical and beauty hospitals are springing up rapidly under this background.G hospital is a relatively large medical cosmetology institution in Guangzhou.In recent years,due to the increasingly fierce market competition,it has also faced a series of challenges,such as customer loss,market share encroachment and profit growth decline.Through the summary and analysis of the historical data,we can see that the above-mentioned problems of G hospital are related to the service quality and the perceived experience of customers.Therefore,it’s a important mission for the administrators of G hospital to improve customer satisfaction and loyalty to realize the long-term development of the hospital.In this paper,G hospital is selected as the research object.Starting from the current situation and existing problems of hospital service quality management,taking customer service quality management theory as the core,we propose two models,one is the panoramic model of service perception,the other is the relationship model of service cost,price and service perception.We use them to analyze and strategy the research of G hospital customer loyalty measurement.Then on this basis,we design the SERVQUAL questionnaire for customers and staff in the hospital.Through in-depth analysis and diagnosis of the survey data of customer service perception in the questionnaire,we find out the main factor dimensions that affect customer satisfaction and loyalty in the hospital.Finally,we propose specific customer loyalty improvement according to the weight and improvement cost of these dimensions promotion measures and suggestions.Through the research on G hospital customers’ perception of service quality,we conclude that G hospital customers have preconditions in terms of willingness and sustainability to purchase services and products,and the existing customer satisfaction perception does not necessarily form the conclusion of customer loyalty.Therefore,the improvement of customer loyalty is the key direction of the growth of hospital customer management and operating profit.We need to implement specific improvement strategies according to the customer service organizational structure,service process,customer positioning,hospital staff and hospital information system which affect customer loyalty.The research of this paper,the methods and strategies we adopted,have practical guidingsignificance in the service-oriented medical hospitals to achieve or exceed customer expectations and enhance customer loyalty,and it also can provide some reference for the research of customer loyalty of medical institutions.