Research On The Influence Of Employee’s Brand Internalization On Brand Competitiveness In Private Hospitals

In recent years,the number of private hospitals in China has grown rapidly,surpassing public hospitals in terms of quantity.However,compared to public hospitals,private hospitals still have a significant disadvantage in key indicators such as revenue levels and the proportion of patients received.This mismatch between the scale of private hospitals and their performance suggests that the development of private hospitals may be encountering a bottleneck.The reason for this is that private hospitals not only face competition from public hospitals but also from a large number of other private hospitals.In the rapidly changing market environment,creating a trusted brand has become one of the important ways for private hospitals to attract patients.However,due to the lack of standardization in some private hospitals in the past and strict policy restrictions,it is relatively difficult for private hospitals to establish their brands through external marketing at present.The degree of patient satisfaction with a hospital’s services is largely influenced by the frontline employees,so the internalization of brand among private hospital employees is worth further research and consideration in terms of hospital brand competitiveness.This study focuses on private hospitals and summarizes and organizes literature related to brand internalization,patient satisfaction,and brand competitiveness.Based on existing research,and with a reasonable definition of the concepts of brand internalization,patient satisfaction,and brand competitiveness,the study is guided by theories such as internal marketing theory,expectancy-disconfirmation theory,and the service marketing triangle,and proposes research hypotheses to construct a research model for brand internalization,patient satisfaction,and brand competitiveness.By using a questionnaire survey to obtain research data,based on mature scales in previous studies,and distributed corresponding questionnaires to employees and matched patients in four private hospitals.The collected data from the questionnaire survey was analyzed using software such as AMOS21.0,SPSS25.0,and SPSSAU in this study.The hypotheses and research model proposed were then tested.according to the findings of the research,Brand competitiveness is significantly and positively affected by employee brand internalization and its sub-component,brand participation.Additionally,patient satisfaction and its sub-components also have a significant positive impact on brand competitiveness.Furthermore,patient satisfaction plays a partial mediating role in the relationship between brand commitment,brand participation,and brand competitiveness.Based on the empirical analysis results,along with the current situation of private hospitals,suggest several recommendations for private hospital enterprises to improve their brand internalization and competitiveness.These include giving priority to brand internalization,focusing on patient-centered care,strengthening the effectiveness and robustness of brand incentive policies,and establishing a comprehensive brand management system.