Hospitals are closing at an alarming rate. The healthcare industry is undergoing massive changes and facing grave financial challenges to not only stay competitive, but to remain solvent in this new environment. These challenges force hospital administrators to find new and innovative ways to expand their market share and reduce costs in a market offering the same product and services. The purpose of this quantitative survey study was to determine if customers increased future purchase intentions, found in companies that are strategically incorporating green initiatives, is translatable to the health-care market. This research examined the effects of a hospitals use of green initiatives on the creation of hospital loyalty through future purchase intentions in healthcare consumers. The study further examined the relationship of hospital green practices with consumer loyalty while controlling for consumers with a high degree of green consciousness. The researcher deployed a survey instrument to potential healthcare consumers within the United States using web-based panel members to collect the data. An analysis of variance (ANOVA) and analysis of covariance (ANCOVA) were conducted. The findings of the factoral ANOVA indicated there were significant differences in hospital loyalty by perceptions of solar panels and windmills. However, the perception of sustainability business practices was not a significant factor. Findings of the factorial ANCOVA indicated that there were significant differences in hospital loyalty by perceptions of solar panels and windmills, while controlling for green consciousness. Consumers do care about healthcare markets use of green initiatives in its market plans. Healthcare administrators should consider performing cost analysis on the implementation of solar panels and windmills in their organization business model. Further study needs to be done to quantify the cost offset that could be achieved by the changes in future purchase intentions found in green initiative use in the healthcare market.
|Commitee:||Demeter, Lori, Sopko, Leila|
|Department:||School of Business and Technology Management|
|School Location:||United States -- California|
|Source:||DAI-B 81/4(E), Dissertation Abstracts International|
|Subjects:||Health care management|
|Keywords:||Future purchase intention, Green consciousness, Green initiatives, Hospital loyalty, Market share, Solar panels|
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