6.1. Implications
The findings of this study offer several implications for marketing
management and recruitment marketing in the hospital industry. First,
the finding that SCA positively influences marketing strategy indicates
that “interdependence,” “commitment,” and “familiarity” are very
important in creating a positive perception of a hospital's marketing
strategy. Marketers should concentrate on strengthening the elements of
SCA to achieve such a perception. They should also upgrade their strategy
in terms of process and people, who will help hospitals achieve highly
positive images.
Because positive hospital's image generates a higher level of
employment brand equity, hospital marketers should concentrate their
efforts on enhancing image in terms of intangible and tangible
dimensions. These efforts will lead to a higher level of employment
brand equity. And with employment brand equity having a positive
influence onMDs’ intentions to pursue job opportunity, such dimensions
as ‘job characteristics,’ ‘benefits from organization,’ and'growth opportunities’
helps to achieve high levels of employment brand equity and
attract future doctors to apply for jobs.
In the Korean hospital industry, marketing strategy may not
influence employment brand equity for medical doctors, nor would a
hospital's image have much influence on their intention to look for jobs
there. However, to achieve a high level of employment brand equity for
medical doctors, having a strong SCA and a positive hospital's image are
beneficial. Marketer should carefully manage paths from SCA to
marketing strategy, from marketing strategy to hospital's image, and
from hospital's image to employment brand equity to maximize a
synergistic effect from marketing management in recruitment marketing
of medical doctors.