Title: The Impact of Digital Marketing Strategies of Traditional Chinese Medicine Clinics on Customer Satisfaction -A Case Study of Gushengtang Clinic
Author: Li Lei
Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 8th STIU International Conference “TechVision Leadership: Fostering Social Sustainability” July 4-5 2024 (pp.435-445) Proceedings PDF
Abstract
In the rapidly developing digital era, traditional Chinese medicine clinics, as important representatives of traditional Chinese medicine and health Industry, face major challenges in adapting to modern digital marketing methods. The objectives of this study were: 1) To analyze the current status of digital marketing of Gushengtang Chinese Medicine Chain Management Group (Gushengtang for short) by the SWOT analysis; 2) To explore the impact of digital marketing strategies of traditional Chinese medicine clinics on customer satisfaction through the 4R theory. This study selected Gushengtang Chinese Medicine Chain Management Group, a leading provider of traditional Chinese medicine medical services in China, as a case study. The quantitative method was adopted and a questionnaire survey was conducted on Gushengtang’s customers, with a sample size of 425.
This study found that: 1) Gushengtang has obvious advantages in digital marketing, but there are also certain challenges and limitations. The company needs to continue to innovate and optimize its strategies to achieve greater success in the field of digital marketing; 2) Gushengtang’s good relevance with customers through digital marketing, its rapid reaction to customer needs, the long-term and stable relationship it established with customers, and its rewards to customers have a significant positive impact on customer satisfaction.
Researching the impact of digital marketing strategies of traditional Chinese medicine clinics on customer satisfaction can provide good suggestions for how to carry out digital marketing for the entire traditional Chinese medicine clinic industry, thereby promoting the overall development of the traditional Chinese medicine industry.
Keywords: chinese medicine clinic, digital marketing, customer satisfaction, 4R marketing theory
The Impact of Digital Marketing Strategies of Traditional Chinese Medicine Clinics on Customer Satisfaction -A Case Study of Gushengtang Clinic /
6617195010 LI LEI 2567 (2024) The Impact of Digital Marketing Strategies of Traditional Chinese Medicine Clinics on Customer Satisfaction -A Case Study of Gushengtang Clinic สารนิพนธ์ (Independent Study), Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University