Effects of Service Marketing in AI Medical Industry on Brand Image and Consumer Behavior

Abstract

Emerging smart technology in global medical & health care systems in past years results in the popularity of telework and telehealth. Besides, people’s changing consumption patterns enhance explosive growth of medicine, life sciences, and digital technology in recent years to accelerate the transformation and reform of medical industry. Under real needs and the catalysis of technology, smart medicine becomes the mainstream in the future. For this reason, this study tends to discuss the effect of service marketing in AI medical industry on brand image and consumer behavior. AI medical industry customers in southern Taiwan, as the research samples, are distributed 500 copies of questionnaire. After deducting invalid and incomplete ones, 346 copies of questionnaire are valid, with the retrieval rate 69%. The research results reveal that service marketing would positively and significantly affect brand image, brand image would positively and remarkably affect consumer behavior, and service marketing would positively and notably affect consumer behavior. According to the results to propose suggestions, it is expected to provide effective guide for various service organizations practicing service marketing to grasp critical factors and build the service marketing systems being able to promote the benefit in AI medical industry.