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Article
Publication date: 4 April 2016

Muhammad Kashif, Siti Zakiah Melatu Samsi, Zainudin Awang and Mahadzirah Mohamad

The customer experience quality (EXQ) cannot be measured by using traditional tools to investigate service quality. There is a need to use new tools to directly measure…

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1247

Abstract

Purpose

The customer experience quality (EXQ) cannot be measured by using traditional tools to investigate service quality. There is a need to use new tools to directly measure EXQ from a customer perspective. The current study aims to contribute in this domain of knowledge and validate EXQ scale by linking it to marketing outcomes of satisfaction, loyalty and word of mouth in Malaysian private healthcare settings.

Design/methodology/approach

The authors collected data from 330 randomly selected Malaysians, visiting private hospitals in the city of Kuala Lumpur. The data analysis is performed by confirmatory factor analysis using structural equation modelling – SEM – procedures.

Findings

The results reveal that two dimensions of EXQ scale moments of truth and peace of mind are highly valued by customers. Furthermore, the EXQ perceptions significantly contribute to satisfaction and loyalty. In a mediating relationship, the customer satisfaction is found to be a positive and significant variable.

Practical implications

Healthcare marketing policymakers should emphasize on recruitment of frontline staff – individuals with strong interpersonal skills and expertise who are able to create a memorable customer service experience.

Originality/value

The study is an original contribution to the existing body of knowledge – generally in services marketing literature and specifically in the field of healthcare marketing with a focus on customer experience in a developing country context of Malaysia.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 10 no. 1
Type: Research Article
ISSN: 1750-6123

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Article
Publication date: 11 September 2007

Mark J. Kay

The purpose of this paper is to develop a perspective on what is “salient” or critical to the discipline of healthcare marketing by analyzing and contrasting the consumer…

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5913

Abstract

Purpose

The purpose of this paper is to develop a perspective on what is “salient” or critical to the discipline of healthcare marketing by analyzing and contrasting the consumer (or patient) perspective with the institutional (or organizational) perspective. This “salience issue” is complicated by the structural problems in healthcare such as societal service systems, advances in medical technology, and the escalating costs of care. Reviewing selected studies, the paper examines how consumers face increasingly difficult health choices.

Design/methodology/approach

The paper examines the different priorities and goals for marketing that are implied by both patient and organizational perspectives in healthcare, focusing primarily on the excesses of the more “market‐based” US healthcare system.

Findings

Healthcare organizations need to better utilize marketing tools to inform consumers and assist their healthcare decisions. This effort needs to be balanced by healthcare organizations that can support the demand to improve quality and increase accessibility of care.

Originality/value

The perspective on the consumer (or patient) often becomes clouded amid the operation of increasingly complex and convoluted healthcare systems. A new perspective on healthcare marketing needs to be considered. Greater consumer access to healthcare information could improve patient decision making. To accomplish this, greater institutional diffusion of evidence‐based healthcare practices is needed to improve organizational performance.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 1 no. 3
Type: Research Article
ISSN: 1750-6123

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Article
Publication date: 6 February 2020

Pradeep Kumar, Sanjay Kumar Singh, Vijay Pereira and Erasmia Leonidou

The purpose of this paper is to identify the constituents of cause-related marketing (CRM) capabilities in the context of an emerging market healthcare sector, by…

Abstract

Purpose

The purpose of this paper is to identify the constituents of cause-related marketing (CRM) capabilities in the context of an emerging market healthcare sector, by incorporating the resource-based view alongside the dynamic capability perspective. Moreover, the authors aim to illustrate how the typologies of CRM capabilities help to achieve service innovation whilst taking into consideration the role of service flexibility (SF) and service climate.

Design/methodology/approach

The authors develop a research framework through a representative and novel case study in the Indian healthcare market by utilizing and analyzing the subject-specific literature. Furthermore, a quantitative survey of healthcare professionals was conducted to assess the relationships utilizing PLS–SEM.

Findings

After identifying the constituents of CRM capabilities, the study confirms the mediating mechanism of SF between CRM capabilities and service innovation. Furthermore, findings from the study suggest that service climate positively moderates the relationship between CRM capability and SF.

Research limitations/implications

The study was conducted in the emerging country healthcare market of India. Thus, the generalizability of the framework needs to be tested in a similar or contrasting context. Furthermore, the sample size for the study was limited to healthcare professionals, and the customer’s perspective was missing.

Originality/value

This paper is a first step to identify the specific dimensions of CRM capability and explain it as a higher-order factor. The study further provides an integrative framework that includes CRM capability, service innovation, SF and service climate. More specifically, it enhances the understanding of the constituents of the CRM capabilities and their influence on service innovation.

Details

International Marketing Review, vol. 37 no. 5
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 30 July 2019

Bruno Miguel Sousa and Gisela Maria Alves

This paper entails a reflection on medical tourism services and guest experiences. The purpose of this paper is to analyze how relationship marketing relates to other…

Abstract

Purpose

This paper entails a reflection on medical tourism services and guest experiences. The purpose of this paper is to analyze how relationship marketing relates to other relevant variables in consumer’s behavior applied to medical tourism contexts and guest experiences. This study aims at discussing the customer behavior in healthcare management and medical tourism contexts and addresses the predisposition for the destination and the influence of relationship marketing on behavioral intentions.

Design/methodology/approach

The paper starts from a conceptual framework based on relationship marketing theory. From this theoretical base, the concepts of trust, commitment and cooperation and behavioral intentions are derived. A theoretical model is developed specifying antecedents of satisfaction and loyalty in healthcare management and medical tourism contexts.

Findings

The conceptual model shows that tourist destinations in the context of healthcare and medical tourism can be managed together with the study of the tourist consumer behavior and should focus on aspects that reinforce relationship marketing to the site, as planning services excellence, communication strategies, promotion services, integrated experiences and combating seasonality.

Originality/value

This study has already identified that the global movement of tourism is seemingly showing an increased focus on the niche product or niche service. In this case, the question seems to be whether the further growth in demand for healthcare management and medical tourism – as a niche tourism example – products will continue until they take a form of mass tourism. The new vogue of medical tourism forces to challenge and re-visit the power relationships that exist within contemporary tourism and the host–guest relationship.

Details

Journal of Hospitality and Tourism Insights, vol. 2 no. 3
Type: Research Article
ISSN: 2514-9792

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Article
Publication date: 1 December 2003

Edward Rafalski and Ross Mullner

Pairing organizational policies and procedures with data mining techniques, healthcare marketing professionals can effectively ensure compliance with the new patient…

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1182

Abstract

Pairing organizational policies and procedures with data mining techniques, healthcare marketing professionals can effectively ensure compliance with the new patient privacy standards established by HIPAA. To ensure compliance, integrated data warehouses can record individual patient requests to “opt‐in” to receiving marketing materials from healthcare organizations, while those patients who “opt‐out” can be excluded from purchased or shared databases. If appropriate steps are taken, marketing professionals can continue to segment and target specific healthcare market niches using data mining techniques.

Details

Journal of Consumer Marketing, vol. 20 no. 7
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 6 June 2016

Matthew E. Sarkees and M. Paula Fitzgerald

Off-label drug prescribing by healthcare providers is a growing practice. Yet, the US Food and Drug Administration bans the marketing of drugs for off-label uses. In…

Abstract

Purpose

Off-label drug prescribing by healthcare providers is a growing practice. Yet, the US Food and Drug Administration bans the marketing of drugs for off-label uses. In recent years, legal challenges by the pharmaceutical industry have chipped away government restrictions on off-label drug promotion. Although the changing legal landscape has been discussed, this paper aims to examine how key stakeholders and policy-makers might interact to provide a more transparent marketing environment for off-label drug discussions in the patient–provider relationship.

Design/methodology/approach

Drawing on a variety of sources, the authors assess the current marketing landscape of off-label drugs and some of the issues that challenge the healthcare provider–patient relationship. The authors then examine opportunities to improve the off-label promotion environment and the relevant decision-making theories that key stakeholders need to consider when formulating marketing efforts and policies.

Findings

The authors suggest that fewer restrictions on truthful, non-misleading off-label drug promotion provide an opportunity to improve drug knowledge and, importantly, healthcare provider and consumer decision-making. Key stakeholders should consider, among other solutions, criteria for defining truthful information on off-label drugs, alternative methods of approval of off-label uses and ubiquitous icons to identify off-label prescribing to all stakeholders.

Originality/value

Rather than rehash the legal landscape of off-label drug promotion, this paper focuses on how the healthcare provider–patient relationship is impacted and how stakeholders can improve information flow in this changing environment.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 10 no. 2
Type: Research Article
ISSN: 1750-6123

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Article
Publication date: 28 June 2011

Peter Hilsenrath

The purpose of this paper is to consider the efficiency of US healthcare in an international context. The paper emphasizes the concept of efficiency and explores…

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1710

Abstract

Purpose

The purpose of this paper is to consider the efficiency of US healthcare in an international context. The paper emphasizes the concept of efficiency and explores implications for pharmaceutical marketing.

Design/methodology/approach

Literature review, economic theory, secondary data and bivariate regression were used to describe and evaluate US healthcare spending and pharmaceutical marketing.

Findings

US healthcare spending is inordinately high as a share of gross domestic product within developed countries and this is associated with a relatively high share of private finance. But public sector finance is displacing private payment and this trend is especially pronounced for pharmaceuticals. Public finance combined with fiscal pressure can be expected to curb use of pharmaceutical detailing and other forms of marketing. The limits of affordability are not well assessed and socio‐economic institutions to facilitate decisions about present and future costs have yet to evolve.

Originality/value

This paper provides a macro perspective for healthcare finance and the marketing of pharmaceuticals. It pioneers analysis of economics and international healthcare systems integrated with the foundations of demand for pharmaceutical marketing.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 5 no. 2
Type: Research Article
ISSN: 1750-6123

Keywords

Content available
Article
Publication date: 10 April 2007

Avinandan Mukherjee

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568

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 1 no. 1
Type: Research Article
ISSN: 1750-6123

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Article
Publication date: 22 June 2012

Nelson Oly Ndubisi

The purpose of this paper is to examine mindfulness‐based marketing strategy implementation by small healthcare businesses and its outcome on relationship quality.

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1959

Abstract

Purpose

The purpose of this paper is to examine mindfulness‐based marketing strategy implementation by small healthcare businesses and its outcome on relationship quality.

Design/methodology/approach

The author evaluates the direct and indirect effects of mindful marketing practices of customer orientation, communication and competence on customer satisfaction and relationship quality in small healthcare organisations (SHOs) in Malaysia, by drawing from the mindfulness theory. Data were provided by 412 customers of SHOs and analysed using factor and hierarchical multiple regression analysis techniques.

Findings

It was found that customer orientation, communication and competence are influential factors of customer satisfaction and relationship quality. Satisfaction partially mediates in the association of the mindfulness‐based marketing strategies and relationship quality.

Research limitations/implications

The study's sample was limited to SHOs in Malaysia. Although the objective of the study was met, both qualitative and quantitative testing of mindfulness‐based approaches in large firms and in other industries in other countries are invited.

Practical implications

The paper highlights some of the mindful marketing strategies which healthcare service providers and service industries in general can adopt in order to consummate high relationship quality.

Originality/value

Mindfulness theory is hardly studied in the field of marketing and just a handful of research exists in quality research. This paper adds value by pushing back the frontier of knowledge in these areas.

Details

International Journal of Quality & Reliability Management, vol. 29 no. 6
Type: Research Article
ISSN: 0265-671X

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Article
Publication date: 6 May 2014

Elyria Kemp, Ravi Jillapalli and Enrique Becerra

Brands can imbue unique meaning to consumers, and such meaning and personal experience with a brand can create an emotional connection and relationship between the…

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8492

Abstract

Purpose

Brands can imbue unique meaning to consumers, and such meaning and personal experience with a brand can create an emotional connection and relationship between the consumer and the brand. Just as many service providers have adopted branding strategies, marketers are branding the health care service experience. Health care is an intimate service experience and emotions play an integral role in health care decision making. The purpose of this paper is to examine how emotional or affect-based consumer brand relationships are developed for health care organizations.

Design/methodology/approach

Empirical evidence from both depth interviews and data garnered from 322 surveys were integrated into a conceptual model. The model was tested using structural equation modeling.

Findings

Results indicate that trust, referent influence and corporate social responsibility are key variables in establishing affective commitment in consumer brand relationships in a health care context. Once affective commitment is achieved, consumers may come to identify with the health care provider's brand and a self-brand connection is formed. When such a phenomenon takes place, consumers can serve as advocates for the brand by actively promoting it via word-of-mouth.

Practical implications

The findings provide insight for marketing managers in developing successful branding strategies for health care organizations.

Originality/value

This research examines the advantages of cultivating meaningful brand connections and relationships with consumers in a health care context.

Details

Journal of Services Marketing, vol. 28 no. 2
Type: Research Article
ISSN: 0887-6045

Keywords

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