Discusses the rationale of applying relationship marketing and service quality concepts within the primary health care sector. The use of relational strategies in general practice, by modelling the relationships between practitioners and patients from a marketing perspective, could potentially lead to sustained high quality service being provided, and to more efficient use of resources. This essentially conceptually focused paper addresses an area that has not yet been researched in detail, and furthers understanding of the relationships that facilitate exchange within general practice and service delivery in non‐profit, resource‐constrained conditions. Deeper understanding of the needs and expectations of patients and the way these can be delivered by general practice can only lead to improvements for all parties involved. The relationship marketing paradigm presents itself as a potentially exciting way of addressing issues associated with ensuring that the highest level of quality is delivered in this area of the UK National Health Service.
Bansal, M.K. (2004), "Optimising value and quality in general practice within the primary health care sector through relationship marketing: a conceptual framework", International Journal of Health Care Quality Assurance, Vol. 17 No. 4, pp. 180-188. https://doi.org/10.1108/09526860410541496
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