Challenge of healthcare professionals in building a hospital brand: a case study of Nan Ah hospital.

Abstract

The importance of employees’ perception has often been overlooked by service organization when dealing with the creation of a strong brand. Yet in brand literature, the employee role is recognized as critical in the deliverance of perceived service quality as promised by the brand. Little consideration and research has been given to understanding the potential hidden value summarized in an organization’s brand as a result of the employee attitude toward internal branding. A case study approach was adopted to investigate Nan Ah Hospital by conducting a qualitative research in methodology. In-depth interviews were conducted with participants from the hospital. The result has provided a great insight into the perception of healthcare professionals of the challenge of building a hospital brand. KEY WORDS: CORPORATE BRANDING/ BRANDING/EMPLOYEES/ INTERNAL BRANDING