Analýza image nemocnice

Abstract

This master thesis entitled "Image analysis of City Hospital Ostrava" deals with the analysis of the selected hospital "Fifejdy", with which the author has her own negative experience, and which is located near to her residence. The main objective of this work is to present the opinions of patients and the public on the current image of this hospital. Based on this analysis, the author suggests certain measures to improve the image and build a good reputation.

This thesis is divided into two parts, theoretical and practical. In the theoretical part, the basic definitions related to image and reputation building are presented. Then the author describes the hospital services and marketing connected with it. The theoretical part concludes with a chapter that characterizes the Hospital in Ostrava.

The practical part describes the research methodology, which is divided into two steps, the preparation, and implementation phase. The questionnaire survey method was used to effectively obtain the data needed for the research. The questionnaire was intended for persons over 18 years of age. Based on the results obtained from a total of 152 completed surveys, suggestions and recommendations that could improve the image of City Hospital Ostrava and thus increase the prestige in the medical sphere in Ostrava are determined.