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

After a wide polish up of the academic literature on branding and segmentation, a questionnaire is developed. The discriminating information is collected by distributing questionnaires to Dutch patients in both health care clinics, the GOED in Ridderkerk and the Albert Schweitzer Hospital in Zwijnd recht. This questionnaire is establish on se! veral studies 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 yield 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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