Analýza image zdravotnického zařízení

Abstract

The topic of the thesis is the image analysis of the hospital in Havířov. The aim is to find out what the current image of the hospital is and on the basis of the obtained information to draw conclusions and propose measures that could help to possibly improve the image or improve services. Quantitative research is used for the thesis, specifically the method of questioning, the CAWI technique. The thesis is divided into several parts. The theoretical part explains the issues of public services and image, characterizes the hospital in Havířov and it´s marketing environment. The application part describes the research methodology and analyzes the results. Finally, measures are proposed for possible image improvement.