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What be the achievement factors of an powerful service brand insurance policy and how can Dutch wellness care companies, i.e. hospitals, use crack-up to build a stiff brand? Masters Thesis [pic] University:Erasmus University Rotterdam Education:Economics & Business / Marketing participation:August 2009 f tout ensemble upon: Cees-Jan Crezee Student follow:289163 Supervisor:Drs. Isabel Verniers Co-reader:Drs. Mirjam van Ginkel Abstract This dissertation investigates the success factors of an effective service branding dodging and studies the similarities and dissimilarities between a goods branding strategy and a service branding strategy. everyplace the years, many scholars have investigated these branding strategies, but despite the maturement magnificence of go, branding research has been associated with physical goods, rather than services (Turley and Moore, 1995). This dissertation provides an overview of the differences in goods and services br anding described in the literature. after stretching the importance of an appropriate branding strategy this thesis clarifies how a firm can use sectionalization to growth its brand equity. Segmentation can be a strong tool for branding, especially in the service surround where the harvesting is highly customized.

After a wide polish up of the academic literature on branding and segmentation, a questionnaire is developed. The selective information is collected by distributing questionnaires to Dutch patients in two health care clinics, the GOED in Ridderkerk and the Albert Schweitzer Hospital in Zwijndrecht . This questionnaire is found on several st! udies in the United States of America. This study focuses on The Netherlands. When all the data was collected, some empirical analyses were conducted. According to the findings, Dutch patients mensurate the same criteria as those mentioned in the literature. In addition, the factors that mold patients superior of hospital are investigated. The results show that there are five...If you penury to get a full essay, order it on our website: BestEssayCheap.com

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