Birštono miesto „Tulpės“ sanatorijos įvaizdžio formavimas ir vartotojų vertinimas

Abstract

Aim of study. To evaluate the image of sanatorium „Tulpe“ in respect of its clients. Objectives: 1) to inspect means that sanatorium makes for image forming and 2) to investigate the image that is formed for different groups of clients Methods. Questionnaire survey, comparative analysis, statistical data analysis. The questionnaire made from 20 basic questions that had alternative choices. Statistical data analysis was performed with the statistical package SPSS 11.0 for Windows and Microsoft Excel. χ2 criterion was implemented for hypothesis evaluation. Risk estimation was counted with 95 % confidence interval (C.I. = 0.95). Results. Surveyed population was 136 respondents: 86 (63,3%), females and 50 (36,7 %) males. 26 clients arrived for weekend rest and 110 - for rehabilitation after treatment. 86 respondents had the possibility to choose concrete sanatorium. Analysis of means that sanatorium makes for image forming showed that „Tulpe“ implements and caries out purposive advertisement in the Internet, press and other printed papers. The prime factor for image forming is the broad offer of services, good quality and personnel with high professional qualification. Questionnaire results show that „Tulpe“ has a positive image in all groups of examined respondents. More than half of respondents despite of their income, age range, gender or social group evaluated the professional quality of personnel as high. The sight of „Tulpe“ staff to their work with clients was evaluated positively. More than 90% of respondents stated that their expectations were satisfied and they can propose Conclusions. The potential for image rising – the improvement of staff skill, training of positive sight to personnel work, the expanding of services range for potential clients. It should be proposed a bigger offer of entertainment for weekend clients, to investigate how quests of abroad evaluate the quality of services.