To see the other types of publications on this topic, follow the link: Health Services Marketing.
Dissertations / Theses on the topic 'Health Services Marketing'
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 dissertations / theses for your research on the topic 'Health Services Marketing.'
Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.
You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.
Browse dissertations / theses on a wide variety of disciplines and organise your bibliography correctly.
1
Cuesta, C. de la. "Marketing the service : basic social process in health visiting." Thesis, University of Liverpool, 1992. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.316547.
Full textAbstract:
The present study was undertaken to provide an understanding of the processes underlying health visiting practice. The research strategy selected was grounded theory (Glaser and Strauss 1967, Strauss 1987, Strauss and Corbin 1990). A total of 21 female health visitors from a District Health Authority in the North West of England participated in the study. Data was collected by means of 20 formal interviews and 41 days of participant observation in four different health centres. To recognize the basic social process in any interaction is one of the major aspects of grounded theory. This requires the identification of the "Phenomenon" which motivates the development of a process and the conditions under which it operates. The basic problem or phenomenon in health visiting uncovered in the data was "Securing Life Trajectories". This forms the core of the health visitor's work. The general set of conditions that influence health visiting work was identified as "Working Between Two Worlds". This is used to describe the health visitor's position between the policy agenda and the client's agenda. The process revealed in the data that health visitors use to respond to this overall problem was "Marketing Health Visiting". This refers to the different tactics that they use to introduce the policy agenda into the client's domain. During this process the policy agenda is adjusted to fit the client's circumstances. Three major strategies are identified in this process: 1) Promoting the service, 2) Adjusting delivery and 3) Tailoring the content. This study found that "Marketing Health Visiting" is a gradual process in which the health visitor wins grounds as time passes. As marketing strategies are implemented the conditions influencing the interaction change. Hence it moves from taking place in what is labelled in this study as "Dissociated Context", to a "Convergent Context" and finally to a "Shared Context". The final consequence of implementing marketing strategies is that of constructing "A Common Agenda" with clients. This agenda is basically the personalisation and contextualization of health visiting services. To build this common agenda it is of crucial importance that the client should see and feel the need for the health visiting service as well as the development of trust between the professional and the client. Hence the relationship that is developed between them acts as an enabling factor for reaching mutual collaboration. The discussion of the study focuses on its significance within the actual debate on health visiting about introducing new ways of practice. The health visitor's overall role is examined and the importance of developing relationships with clients is also highlighted.
2
Marine, Marjorie Butler. "Marketing health care services for a preventive health care agency : a categorical study." Virtual Press, 1987. http://liblink.bsu.edu/uhtbin/catkey/530368.
Full textAbstract:
The purpose of the study was to determine the needs of one marketing segment of clients seen in a contraceptive clinic in the Midwest. The marketing segment targeted for study was women with positive Pap smears. A comparison group of women with negative Pap smears was sampled from the same clinic during the time frame July 1, 1982, to July 1, 1984.Nine research questions were investigated. Responses have been reported relative to the following questions:1. Does the incidence of positive Pap smears depend on the presence of cervical infection a woman may have?2. Does the incidence of positive Pap smears depend on whether or not a woman smokes?3. Does the incidence of positive Pap smears depend on the type of contraceptive (pill or barrier) used by a woman?4. Does the incidence of positive Pap smears depend number of abortions experienced by a woman?5. Does the incidence of positive Pap smears depend on the number of pregnancies experienced by a woman?6. Does the incidence of positive Pap smears depend on whether the woman is white or black?7. Does the incidence of positive Pap age of the woman?8. Does the incidence of positive Pap smears depend on the smears depend on whether the woman is married or not?9. Does the incidence of positive Pap smears depend on the educational status of the woman?Five conclusions were drawn from findings of the study and were confined to the population for the study, clients of the selected clinic:1. Women with positive Pap smears are more likely to have infections than women with negative Pap smears.2. Women who have had abortions are more likely to have positive Pap smears.3. The incidence of positive Pap smears is associated with pregnancies; that is women with one or more pregnancies are more likely to have positive Pap smears.4. A higher proportion of black women have positive Pap smears than white women.5. Women with less education have more positive Pap smears than women with higher levels of education.Department of Educational Administration and Supervision
3
Nadowska, Agnieszka. "Services Marketing in the Health Care Industry- Elekta in Sweden." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-15674.
Full textAbstract:
During the nineteenth and the twentieth centuries, the world has moved from a manufacturing to service-based economy, where the twentieth first century, will be the” century of services”, and will transform into the century of “international services” (Clark and Rajaratnam, 1999).
4
Gutehall, Stefan. "Health Services Marketing in a Cross-Cultural Environment: Elekta in Hong Kong." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-14202.
Full textAbstract:
Aim: The aim of this research is to explore how the process variables adaptation/standardization, trust and networks are utilized when handling the service characteristics heterogeneity and intangibility when services are introduced in new culture, in this case in Hong Kong. Method: The method chosen for the study was case study and primary qualitative data collection was made through semi-structured interviews with seven key persons at Elekta. Result and Conclusions: Results from this work indicate that networks, trust and adaptation/standardization are important variables for handling heterogeneity and intangibility in survives. It also shows that adaptation and standardization needs to be carefully balanced to achieve the optimum effect. The study show that the process model do have a basis for use in identifying how the adaptation/standardization, trust and networks might be utilized to reach a successful balance during service entry in a new culture, partly through the use of Hofstede’s 5 cultural dimensions together with time as a new variable. Suggestions for future research: For future research service introductions in other cultures need to be studied, both by Elekta as well as other service companies outside the MedTech Area. As a further expansion and for future generalization of the model, reversed studies should also be made where foreign companies entry into Sweden is studied. The possibilities of integrating culture closer into the process model also need to be explored as well as the inclusion of the time dimension in the relationship process. Contribution of the thesis: The thesis contributes to academic research in that it expands on the current state of theory and integrates Hofstede’s 5 cultural dimensions closer to existing models as well as including the time variable of relationship development. On a managerial perspective it provides the basis for a tool to show how, in practice, managers might act when introducing their business in a new culture. Finally it has a social dimension in that further research into a narrow field, increases the overall understanding of intercultural mechanisms.
5
Lai, Sio Kuan. "An analysis of health services in Macau : resources used, cost and financing : from the perspective of health economics." Thesis, University of Macau, 1995. http://umaclib3.umac.mo/record=b1636734.
Full text
6
Mueller, Lisa A. "A descriptive analysis of services provided by health promotion and wellness consultants and the marketing strategies used to promote and solicit business." Virtual Press, 1998. http://liblink.bsu.edu/uhtbin/catkey/1117109.
Full textAbstract:
This study provided needed information on consulting as a profession for health promotion and wellness practitioners. Of the 211 participants from consultancy listings for the Association for Worksite Health Promotion and the National Wellness Association, 65 completed the questionnaire designed for this study. Participants completed a 23 item questionnaire inquiring about their current consulting services, marketing strategies, roles performed, job-setting, annual revenue, as well as possible services and marketing strategies for the next five years. The majority of services offered by consultants included health education seminars, health risk appraisals, educational resources, and health screenings. The marketing strategies used most included personal contact/sales, word of mouth, and letters. Health promotion and wellness consultants identified their primary role as information specialists. Chi-square analysis identified three statistically significant findings: health education seminars are a strong revenue source for independent consultants, the annual income range is larger for consultants in a firm, and the annual marketing budget is higher for consultants in a firm. From this study, additional information is known about consultants, including their services, roles, marketing expenses and strategies, revenue, and the development, delivery, and marketing processes of being a health promotion and wellness consultant.Fisher Institute for Wellness
7
Soares, Ana Isabel Mota. "Plano de marketing Iatros Clinic 2012-2013." Master's thesis, Instituto Superior de Economia e Gestão, 2011. http://hdl.handle.net/10400.5/10122.
Full textAbstract:
Mestrado em MarketingPor todo o mundo assiste-se ao envelhecimento da população, e Portugal não é excepção. Conta neste momento com 1,9 milhões de idosos residentes no país que necessitam de cuidados especializados para as suas necessidades. Com o intuito de prestar este serviço, este trabalho apresenta um Plano de Marketing para o lançamento de uma clínica especializada em geriatria. O plano descreve as envolventes externas e internas da clínica, incluindo uma análise da concorrência e dos seus possíveis factores-chave de sucesso. Descreve também a segmentação, mercado-alvo e posicionamento, e ainda os objectivos de marketing e financeiros que se pretendem atingir nos dois primeiros anos de funcionamento. O marketing-mix encontra-se dividido em sete pontos: Serviço, Preço, Distribuição, Comunicação, Pessoas, Processo e Evidências Físicas. O ponto chave deste plano são os recursos humanos, pois são eles que irão prestar os serviços disponibilizados pela clínica, mas que também irão contribuir para a possibilidade de adequar os preços praticados ao poder económico do público-alvo
All over the world, the population is getting older, and Portugal is not an exception. Nowadays, there are 1.9 million inhabitants older than 65 years old that need specialized health care. In order to satisfy this need, this work presents a Marketing Plan for the creation of a clinic specialized in geriatrics. The plan describes the clinic's external and internal environment, including a competition analysis and key-factors for success. It also describes segmentation, targeting and positioning, and even marketing and financial objectives for the first two years of the clinic. In the marketing-mix there are seven topics: Service, Price, Placement, Promotion, People, Process and Physical Evidence. The key-point of this plan is human resources. They are the ones that will provide the clinic services available to patients and also, the ones that will allow to adapt the prices to the current economic situation of the target population.
8
Silva, Carlos Evandro Pimentel. "Estratégias de marketing para uma clínica de especialidades médicas: Cooper Card Saúde." Master's thesis, Universidade de Évora, 2014. http://hdl.handle.net/10174/11160.
Full textAbstract:
O planejamento estratégico de marketing é definido como o processo de encontrar oportunidades atraentes e desenvolver estratégias de marketing rentáveis (McCarthy & Perreault, 1997). Este trabalho tem como objetivo principal elaborar uma estratégia de marketing que será utilizada em um negócio que dá os seus primeiros passos em um mercado de alta competição no Brasil, como é o mercado das clínicas de especialidades médicas. Para desenvolver a estratégia de marketing da Cooper Card Saúde seguiu-se o modelo proposto por Lindon et al. (2004), adaptado aos serviços. Isto é, para além dos 4 P’s do marketing-mix, incluiram-se as 3 variáveis adicionais dos serviços: provas físicas, pessoas e processos. A elaboração de uma análise SWOT ajudou a perceber que a empresa está inserida em um mercado de grande competição, e com grandes oportunidades de crescimento, mas para isso precisa focar na sua capacidade de oferecer serviços de qualidade a preços acessíveis e anular as deficiências encontradas nos seus processos de informatização. As ações de marketing desenvolvidas até o momento acarretaram gastos para a empresa normais a qualquer negócio que se encontra em fase de crescimento, porém, o feedback positivo que a empresa vem recebendo dos seus clientes, assim como o aumento das vendas e a entrada de recursos financeiros alertam a Cooper Card Saúde para um contínuo investimento em estratégias de marketing; ### Abstract:
MARKETING STRATEGIES FOR A CLINIC OF MEDICAL SPECIALITIES: COOPER CARD SAÚDE
The marketing strategic plan is the process of finding good opportunities and developing profitable marketing strategies (McCarthy & Perreault, 1997). This work's main objective is to elaborate a marketing strategy that will be utilized by a business in its first steps in the highly competitive market of the medical industry. To develop the marketing strategy for Cooper Card Saúde, a model proposed by Lindon et al. (2004) was adapted and used according to the sevices’ characteristics. Three additional variables from the services’ characteristics were added: physical evidences, people and processes. The SWOT analysis helped the company to realise that it is inserted in a highly competitive market, with big opportunities for growth. However, in order to be successful, this business needs to focus on its capacity to offer qualified services with affordable prices and avoid deficiencies. The marketing actions developed until now include spendings natural to any business that is in an initial phase. The positive feedback received from the clients, as well as the increase of the sales and the incoming financial resources, revealed the importance of continuous investment in marketing strategies.
9
Monteiro, Paula Filipa Gilsanz Sacramento. "Plano de marketing - Vitália saúde Consulting." Master's thesis, Instituto Superior de Economia e Gestão, 2014. http://hdl.handle.net/10400.5/8735.
Full textAbstract:
Mestrado em MarketingEste trabalho de projecto tem como objectivo o desenvolvimento de um plano de marketing que permita alavancar a empresa Vitália Saúde Consulting, consultora de gestão de negócios especializada no sector da Saúde, localizada na zona Centro do país. A empresa foi criada em 2009, no entanto, manteve-se inactiva até 2014 devido à falta de investimento e de recurso humanos que permitissem a angariação de clientes. Para o efeito, recorreu-se a uma revisão de literatura e a um estudo sobre a situação actual do contexto da empresa, que incluiu uma análise empírica a um dos segmentos de mercado mais importantes da empresa para conhecer a sua realidade e adaptar o programa de acção às necessidades do mercado. Aplicou-se um questionário a clínicas gerais e especializadas do tecido microempresarial, de forma a aferir a sua orientação para o mercado e daí compreender a necessidade de recurso aos serviços da empresa Vitália Saúde Consulting.
This research project aims to develop a marketing plan that will allow the leverage of a management consultant company specialized in the healthcare business sector, located in the center region of Portugal, Vitália Saúde Consulting. The company was established in 2009, however, remained inactive until 2014 due to lack of investment and human resources, therefore, not allowing customer acquisition. To do this, a literature review was conducted and the current status of the current situation in the context of the company, which included an empirical analysis to one of the most important market segment of the company, in order to understand its reality and adapt the marketing program to its market needs. As such, a questionnaire was applied to generic and specialized clinics in this area regarding their market orientation, to understand the need of Vitália Saúde Consulting services.
10
Suttner, Raymond Sharl. "An analysis of the influence exerted by the pharmacist and pharmacy assistant in the purchase decision of health and beauty aid products." Thesis, Rhodes University, 1986. http://hdl.handle.net/10962/d1004383.
Full textAbstract:
[Introduction] The 1980s have ushered in an era of extreme competitive pressure for the modern business organisation. In previous times many business organisations have succeeded simply because of the excellence of their products, with little concern or attention being paid to the wants and needs of potential customers. As the business environment has become more competitive, however, the point of focus has changed. There is ample evidence which suggests a correlation between success in business and firms which have adopted a marketing-orientated philosophy of business. The evolution of marketing as a discipline has been hastened in recent times by the need of the firm to survive in the face of increasing competition. This "increasing attention" is occurring because of the realisation that sheer product excellence alone will not necessarily mean that the firm will succeed in establishing a group of satisfied customers in the long term. It is the adoption of the so-called "marketing concept" which provides the opportunity for the firm to develop a competitive edge which will more likely eventuate in success.
11
Pavel, Heather A. "Nonprofit healthcare marketing in America rising to a pressing concern /." View electronic thesis, 2008. http://dl.uncw.edu/etd/2008-3/r3/pavelh/heatherpavel.pdf.
Full text
12
Barley, Kim Wayne. "The development of a marketing plan for an emergency medical service." Thesis, Port Elizabeth Technikon, 2002. http://hdl.handle.net/10948/120.
Full textAbstract:
The research problem addressed in this study was to develop a comprehensive marketing plan that would help an emergency medical service (EMS) in the Nelson Mandela Metropolitan Municipality (NMMM), capture a significant market share and gain a competitive advantage over competitors. To achieve this object, a literature study to determine the key components of a marketing plan was undertaken and used as a theoretical model in developing an actual marketing plan. In addition to the literature study, an empirical study was conducted to identify the key issues critical to the development of a marketing plan for the EMS. The survey method used, based on the key components gained from the literature study, consisted of an in-depth scan of the macro-environment and thorough market investigation of the target industry. The investigation involved the general management and senior personnel from the local emergency medical industry, medical aid schemes and private hospitals and clinics delimited in the study. The results of the above literature study were finally combined with the results of the empirical study and a marketing plan for an emergency medical service was developed. This study concludes with recommendations applicable for the implementation of the actual marketing plan.
13
Chehayeb, Makarem Suzanne. "Emotions and Cognitions in Consumer Health Behaviors: A Model of Hope and Control Applied to Chronic Illnesses." Diss., Temple University Libraries, 2010. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/96030.
Full textAbstract:
Business Administration/MarketingPh.D.
This dissertation examines the effects of hope and perceptions of control on compliance and satisfaction with medical regimens recommended to patients living with a chronic illness. The present research advances a model that attempts to predict compliance health behaviors and satisfaction with health treatments by incorporating perceptions of control conceptualized using locus of control and self-efficacy, and hope as identified by appraisal theories of emotions and measured using the Herth Hope Index. The proposed model is empirically tested in the context of a lifestyle changing chronic illness: Diabetes Type II. The concept of `perceptions of control' constitutes a central component of most social cognition models and its positive effects on health have been well documented in the literature. However, in health care services, customers experience illness, pain, uncertainty, fear and mainly perceived lack of control. What happens when patients experience loss of control? Does this explain the low compliance levels that we witness today? What if patients experience loss of control, but have high levels of hope? Hope has been associated with higher medical regimen adherence and higher levels of satisfaction. People need hope and manage to have it even in the worst circumstances. In an attempt to answer these questions, the basic premise of the formulation offered here is that the emotion of hope can play an important mediating role between perceptions of control and health behavior and health service evaluation. The empirical findings of this dissertation are mainly based on cross-sectional panel survey data from 222 Diabetes Type II patients, multiple regression analyses, and structural equation procedures following mediation analysis guidelines. The data analyses results from testing three competing models about the dynamics between hope and control support the role of hope as a mediator between perceptions of control dimensions and compliance and satisfaction with the medical treatment. In particular, the results revealed that hope mediates the effects of self-efficacy and doctors health locus of control on compliance and satisfaction. It appears that individuals have higher levels of hope only to the extent that they believe they are capable of performing the actions required by their Diabetes Type II treatment, and/or that their health outcomes are under the control of powerful doctors. These two dimensions of control lead to higher levels of compliance and satisfaction with the treatment regimen through hope. The developed model contributes to transformative consumer research by assisting in solving the challenge of patient compliance with recommended health behaviors. The low levels of compliance across various medical conditions and the increasing rate of people suffering from chronic illnesses constitute pressing research concerns in consumer research. The current research enhances the understanding of compliance behaviors and satisfaction with health services by exploring two of their potential antecedents: hope and perceptions of control; and it represents a step towards enhancing consumer health and well-being.
Temple University--Theses
14
Long, L. C. B. "Is the service industry internal marketing concept congruent with the management process of delivering primary health care services in the United Kingdom?" Thesis, University of Oxford, 1997. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.389787.
Full text
15
Johnson, Jeffrey A. (Jeffrey Allen) 1964. "A comparison of satisfaction with pharmacy services between mail and traditional pharmacy patrons and an evaluation of the relationship with health status." Diss., The University of Arizona, 1996. http://hdl.handle.net/10150/290607.
Full textAbstract:
The aims of this research were to determine the level of satisfaction with pharmacy services among enrollees of a managed care organization, compare the level of satisfaction between mail pharmacy and traditional pharmacy patrons, and evaluate the relationship between satisfaction with pharmacy services and health status. Data was collected via telephone interviews with 1,362 enrollees of the managed care organization. The overall response rate was 65%. Satisfaction was measured using previously developed items for traditional pharmacy services, and newly developed, parallel items for mail pharmacy services. Scores were calculated for hypothesized multi-item dimensions of satisfaction. Health status was measured using the physical and mental health composite scores of the SF-12 Health Survey. Satisfaction with pharmacy services was compared between patron groups using ANOVA and ANCOVA models. Confirmatory factor analysis and structural equation modeling (SEM) were used to evaluate the dimensional structure of satisfaction with pharmacy services and the relationship between satisfaction with pharmacy services and health status. The results indicated that mail pharmacy patrons were more satisfied than traditional pharmacy patrons with their pharmacy services in general, and specifically with the financial aspects and technical quality of those services. When the comparisons were adjusted for general satisfaction with medical care and mental health status, mail pharmacy patrons still had greater levels of general satisfaction with pharmacy services. However, when these covariates were included in the comparison of satisfaction with financial aspects and technical quality of pharmacy services, dimension scores between the two patron groups were not significantly different. Internal consistency reliability coefficients for the multi-item dimensions of satisfaction were in the range of 0.53 to 0.77, with the exception of the Written Information dimension for mail pharmacy service, where the alpha coefficient was 0.37. A positive correlation between the dimension scores for general satisfaction with pharmacy services and general satisfaction with medical care lends support to the construct validity of the measurements. Additionally, it was concluded that, as expected, general satisfaction with pharmacy services was positively correlated with mental health status, but there was no significant relationship between physical health and satisfaction with pharmacy services.
16
Mendes, Thaissa de Souza. "Marketing boca a boca em um hospital privado no município de São Paulo: Aplicabilidade da escala de Brown." Universidade Nove de Julho, 2014. http://bibliotecadigital.uninove.br/handle/tede/1174.
Full textAbstract:
Submitted by Nadir Basilio (nadirsb@uninove.br) on 2015-09-15T13:32:10Z
No. of bitstreams: 1
Thaissa de Souza Mendes.pdf: 865677 bytes, checksum: 5806518d0b19935585fe53efbcd63458 (MD5)Made available in DSpace on 2015-09-15T13:32:10Z (GMT). No. of bitstreams: 1 Thaissa de Souza Mendes.pdf: 865677 bytes, checksum: 5806518d0b19935585fe53efbcd63458 (MD5) Previous issue date: 2014-11-28
Health care services are provided in an environment that is currently changing. For instance, health care providers must address changes in customer profile, technological advances and increased competition. As a consequence, health care providers must seek to enhance their organizational and operational output by adapting their organizational structure to fit current client and market demands. These organizational changes, therefore, can be seen as natural changes, which are influenced by the specific environment in which organizations operate. The hospital, which is a health care provider with an extremely complex organizational structure, also had to increase its capacity to create and implement strategies to overcome current market challenges in order to reach organizational goals and thrive in its respective sector. The increased competition and the changes in the relationship between clients and organizations have created the need to standout from the competition; that is, clients expect increasingly higher quality products and services. As a consequence, it is essential to the survival of any service organization to achieve a high level of client satisfaction by employing a marketing campaign that not only strengthens the relationship between clients and organizations but also generates a positive word of mouth communication process. Therefore, the real objective of this paper is to assess the market impact that such operational and marketing strategies have on a hospital that is currently adapting its organizational structure in order to compete in its respective sector. To clarify, this assessment analyzes the interactions between the determinants of positive word of mouth communication, client loyalty, the intention to recommend the services to others and the actual consumer recommendation behaviour proposed by Brown et al. (2005).
Os serviços de saúde estão inseridos em um ambiente que encontra-se em processo de transformação, observando-se mudanças no perfil dos clientes, com evolução tecnológica, aumento da concorrência e consequente busca pela melhoria do desempenho operacional e organizacional, tornando-se necessário a realização de alterações na estrutura das organizações a fim de tornarem-se mais adaptativas, flexíveis e voltadas aos clientes e às necessidades do mercado. Sendo assim, o processo de mudança organizacional é visto como um processo natural da existência das organizações e decorrente das ações destas à ação de forças exercidas pelo meio em que estão inseridas. O hospital, sendo um serviço de saúde com uma estrutura organizacional complexa, também necessitou aumentar a capacidade de formular e implementar estratégias para vencer os desafios de mercado e atingir seus objetivos organizacionais, a fim de garantir sua sobrevivência no segmento que operam. O aumento da competitividade e as mudanças de relacionamento entre organizações e clientes resultaram na necessidade da existência de um diferencial de mercado, onde busca-se cada vez mais qualidade nos produtos e serviços oferecidos, sendo essencial para a organização buscar o maior nível de satisfação dos clientes, utilizando-se do marketing de serviços como ferramenta para o fortalecimento desse relacionamento, resultando na satisfação das expectativas e necessidades dos clientes e gerando o aparecimento de uma comunicação boca a boca positiva, com consequente fortalecimento da imagem da instituição e aumento da vantagem competitiva. Sendo assim, o objetivo geral deste trabalho é estimar o impacto mercadológico das estratégias de operações de serviços de um hospital em processo de mudança organizacional em sua disputa pelo mercado de assistência à saúde, através da análise das interações entre os antecedentes de comunicação boca a boca com o comprometimento, a intenção de recomendação e o comportamento de recomendação boca a boca, propostos no modelo de (T. J. Brown, Barry, Dacin, & Gunst, 2005).
17
Cordeiro, Ana Rita Teixeira da Costa. "Plano de Marketing para a empresa BodyConcept : rede de franchising de clínicas de estética." Master's thesis, Instituto Superior de Economia e Gestão, 2016. http://hdl.handle.net/10400.5/13148.
Full textAbstract:
Mestrado em MarketingO presente Trabalho Final de Mestrado tem como principal objetivo o desenvolvimento de um Plano de Marketing para a empresa BodyConcept, uma rede de franchising de clínicas de estética que atua no mercado há 11 anos. Este plano tem como unidade de análise o conjunto de clínicas BodyConcept existentes, onde a rede atua com uniformização de políticas e diretrizes definidas pelo Master franchisador. Através deste plano, foi feito um diagnóstico empresarial da empresa, aferindo a qualidade do serviço prestado às clientes, de modo a definir objetivos de marketing e, posteriormente estratégias e táticas ao nível do marketing mix - 7 P's.
The main purpose of this Master Thesis is the development of a marketing plan for BodyConcept Company, which is a chain of franchising aesthetic clinics operating in the market for eleven years. This plan analyses the set of existing BodyConcept clinics where the network operates according to a standardization of policies and guidelines defined by the franchising Master. The plan provides an analysis of the Company business, assessing the quality of the services provided to customers, in order to establish marketing goals and afterwards, define marketing mix strategies and tactics - 7P's.
info:eu-repo/semantics/publishedVersion
18
Picco, Constantino Americo Palacios. "Marketing de serviços na odontologia : uma diagnóstico das aplicações e das necessidades dos cirurgiões dentistas do Vale do Paraíba /." São José dos Campos, 2019. http://hdl.handle.net/11449/190818.
Full textAbstract:
Orientador: Ricardo Gabbay de SouzaCoorientador: Eduardo de Paula Silva Chaves
Banca: Rodrigo Máximo
Banca: Vladir Wagner Ribas
Resumo: A odontologia está inserida no setor de serviços onde a competitividade pela preferência dos clientes é agressiva. Nesse ambiente, os cirurgiões dentistas vivem o desafio de serem excelentes especialistas e empresários. Sendo assim, diariamente precisam tomar decisões de marketing inerentes ao seu negócio na odontologia. Este trabalho apresenta os resultados da pesquisa, que investigou as aplicações de marketing em clínicas e consultórios odontológicos do Vale do Paraíba. Foram investigadas as percepções, os conhecimentos e as práticas de marketing utilizadas pelos cirurgiões dentistas em suas atividades profissionais. A metodologia combinou revisão de literatura, pesquisa qualitativa e quantitativa onde, os participantes passaram por entrevistas em profundidade, grupo de foco, e um questionário-survey. Os resultados mostram que os cirurgiões dentistas definem marketing como propaganda, divulgação, publicidade e vendas, e 87,5% dos participantes, consideram que o marketing é essencial para o sucesso do seu negócio, porém, apenas 11,1% se consideram capacitados para administrar tais processos. Não conhecer as etapas de planejamento de marketing afeta o desempenho de diversas variáveis ligadas a esse tema, como a comunicação, a formação de preços etc. Entre esses profissionais, 88,7% buscam, por conta própria, a capacitação dessa área para planejar ações para aumentar a sua carteira de clientes. Este estudo permitirá ao cirurgião dentista, a compreensão da importância de conhec... (Resumo completo, clicar acesso eletrônico abaixo)
Abstract: Dentistry is part of the service sector where competitiveness customer preference is aggressive. In this environment, dental surgeons face the challenge of being excellent experts and entrepreneurs. Therefore, they need to make marketing decisions inherent to their dental business on a daily basis. This paper presents the results of my research, which investigated the marketing applications in Paraíba Valley dental clinics. The perception, knowledge and marketing practices used by dentists in their professional activities were surveyed. The methodology combined literature review, qualitative and quantitative research where 88 respondents participated in in-depth interviews, focus group, and a survey questionnaire. The results show that dental surgeons define marketing as advertising, publicity, advertising and sales, where 87.5% of participants consider marketing essential to the success of their business, but only 11.1% consider themselves able to manage marketing processes. The survey showed that 89.9% of participants never had contact with any marketing discipline during their graduation, and that use 10 ways to meet the need for this knowledge. Dental surgeons have not learned about marketing during their training but are required to make important decisions in this area. Not knowing the marketing planning process affects the performance of several variables related to this theme, such as communication, pricing, etc. These professionals seek knowledge of this field to pla... (Complete abstract click electronic access below)
Mestre
19
Cestr, David. "Specifická role marketingu v oblasti zdravotního pojištění." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-75484.
Full textAbstract:
The main target of this Master thesis is to find out health insurance company's possibilities in creating marketing plans and their implementation. The health insurance company is a specific subject which has different marketing tools as well as other responsibilities and legislative limitations. First part describes theoretical principles, methods and tools of marketing. Those are later applied to the field of public health insurance. Basic information about health insurance, its creation, formation and development concludes this passage. Second section deals with analysis of particular health insurance company, its marketing plan, budget, strategy, etc. An evaluation survey which depicts general public awareness of health insurance companies and their activities is also included in this part.
20
Milan, Gabriel Sperandio. "A estratégia de retenção de clientes e o estabelecimento de relacionamentos como vantagem competitiva : um plano de ações aplicado a uma empresa de medicina de grupo." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2002. http://hdl.handle.net/10183/3243.
Full textAbstract:
Com a crescente representatividade do setor de serviços na economia mundial, se torna cada vez mais necessária a pesquisa e a implementação de modelos que abordem as singularidades dos serviços em relação aos outros setores da economia. O presente trabalho tem por objetivo aplicar um plano de ações voltado à estratégia de retenção de clientes, identificando e abordando os componentes a serem implementados, pelo qual se obtenha uma vantagem competitiva sustentável no longo prazo, por meio de um atendimento diferenciado e pelo fortalecimento de uma cultura de serviços baseada no relacionamento com clientes e colaboradores. O plano de ações proposto está sendo implementado em uma empresa de medicina de grupo com atuação local, e por isso, além de se basear em vasta fundamentação teórica, foram consideradas as características da empresa e do mercado onde atua. Com os resultados advindos da validação parcial do plano de ações, uma vez que ainda faltam etapas a avançar, pode-se concluir que os primeiros passos em direção à retenção de clientes foram alcançados.With the growing importance of the section of services in world-wide economy, research and the implementation of models that approach the uniqueness of the services in relation to the other sections of economy become more and more necessary. This dissertation aims at applying a plan of actions directed to the customer retention strategy by identifying and approaching the components to be implemented, through which a sustainable competitive advantage is obtained in the long term, by means of a differentiated assistance and by the strengthening of a culture of services based on the relationship with customers and collaborators. The plan of actions proposed is being implemented in a local company of group health care and, due to this, besides being based on an ample theoretical foundation, the company’s characteristics and the market where it operates, have also been taken into consideration. Considering the results that came upon the partial validation of the model, and the fact that there are still other stages to be accomplished, it is possible to conclude that the first steps towards to the retention of customers have been reached.
21
Beytell, Carinda Christien. "Customer expectations and satisfaction with fitness facilities in the North–West Province / by C.C. Beytell." Thesis, North-West University, 2010. http://hdl.handle.net/10394/4605.
Full textAbstract:
One of the major challenges facing service businesses today is the rapidly changing and highly competitive nature of service industries. As a result, customer expectations are also rising quickly. Increased competition in this regard has resulted in fitness facilities in particular aiming to improve their services in order for these businesses to differentiate themselves from their competitors. By improving their services, fitness facilities can better satisfy the needs of their members. Therefore, fitness facilities need to identify those service elements which are important to their members in order to satisfy members' service needs by improving the quality of services delivered.
The primary objective of the study is to determine whether customers of fitness facilities in the North West Province are satisfied with the services that are provided by these facilities. The research study on fitness facilities was based on descriptive research in order to allow for the identification of service elements that are important to members of fitness facilities. During the course of the study, secondary data was used for the literature review in order to investigate the research problem through the use of publications such as books and reliable academic and research articles. A quantitative research design was used in the form of self–administered questionnaires with a view to determine the level of customer satisfaction as well as the desires, perceptions and expectations of members regarding fitness facilities. Pre–testing of the questionnaire was also performed during this study to ensure that the collection and analysis of data would proceed as smoothly as possible.
Self–administered questionnaires were distributed to members of fitness facilities from the 17th of May to the 26th of May 2010 by three fieldworkers in the cities of Potchefstroom and Klerksdorp in the North West Province. A convenience sampling method was used, which implied that respondents who were readily available and willing to complete the questionnaire at selected fitness facilities were selected for participation in the study. Furthermore, an exploratory factor analysis was used to identify those service elements which are important to members of fitness facilities. Ten factors were identified, namely personnel professionalism, equipment condition, membership possibilities, fitness programmes, convenience issues, medical assistance, cleanliness, information availability, membership preferences and the opportunity to exercise in another town.
The results indicated that differences exist in terms of respondents' gender, levels of education as well as differences between various age groups and the ten identified importance factors. Results also showed that customer satisfaction can influence customer behaviour, as satisfied customers would recommend the fitness facility to others and want to have a long–term relationship with the fitness facility.
It is recommended that fitness facilities need to focus on those service elements that members view as important when planning and maintaining their service offerings. Furthermore, fitness facilities need to realise that all their members do not view the importance of service elements in the same way, and therefore they should deliver services specifically tailored to various age groups, levels of education and gender.
Recommendations for future research include that a similar study can be conducted for individual fitness facilities, because fitness facilities are unique and have different capabilities to deliver services. When conducting a study for each individual fitness facility, a relevant comparison can be made between the services that the specific fitness facility offers and what the members of that fitness facility really want or view as important. Specific strategies can then be recommended to the individual fitness facility with a view to improve their service offering and concomitantly increase their member satisfaction.Thesis (M.Com. (Marketing Management))--North-West University, Potchefstroom Campus, 2011.
22
Kšivickienė, Romualda. "Ambulatorinių sveikatos priežiūros paslaugų kontrolės užtikrinimas." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2007. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2007~D_20070124_111130-46442.
Full textAbstract:
Ambulant (secondary) health care is the chain of health care, where specialized (secondary level) consultations of doctors specialists are rendered. In Lithuanian national health system we can mark three models (types) of institutions which render ambulant health care services, depending on organization of services and type of ownership. These institutions are: municipality clinics, rendering primary and secondary health care services (mixed institutions), municipality centres of primary health care (municipality institutions of primary health care) and private institutions of primary health care (independent contractors). This research is a way to name problems, which emerge seeking to control mixed institutions, rendering (secondary level) health care services.
The aim of work: to analyse control problems of rendering ambulant health care services and propose possible ways of solutions.
Methodology: to analyse ambulant services, rendered by secondary level doctors otorinolaringolists in the period 2006-01-01 – 2006-01-31, equivalence of these services to law acts and validity of tender to discharge them from the budget of compulsory health insurance allocation.
Informational system data SVEIDRA of State patient fund and primary medicine documentary were analysed. Research involved three institutions (mixed clinics), rendering primary and secondary ambulant health care services in Vilnius city. These clinics had contracts with State patient fund. All chosen clinics were... [to full text]
23
Roman, Aleš. "Marketingová strategie soukromé oční ordinace." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-241501.
Full textAbstract:
The aim of this Master’s thesis is to create marketing plan for private eye office. The thesis is divided into two main parts, theretical and practical. The first part summarizes theoretical knowledge about marketing of services and specifics in healt care marketing. It was created marketing mix 4P and 4C of health care. Practical part begins of introducing of private eye office. Next step is to analyze environment of eye office using following methods: McKinsey 7S, Porter's five forces and SLEPT analysis. Conclusions of these analyses are summarized in SWOT analysis. Afterwards each question of questionnaire survey – focused on client´s comfort and ways how to improve it, is analyzed. Results and ideas come from survey how to improve our clients comfort during the examination are summarized in the proposed solutions and discussion.
24
Tornero, Mary Carolyn. "Improving patient satisfaction with a major healthcare organization." CSUSB ScholarWorks, 1998. https://scholarworks.lib.csusb.edu/etd-project/1406.
Full text
25
Poole, LeJon. "The antecedents and consequences of the niche approach to healthcare delivery." Thesis, Birmingham, Ala. : University of Alabama at Birmingham, 2009. https://www.mhsl.uab.edu/dt/2009p/poole.pdf.
Full text
26
Sousa, Junior Walter Alves de. "Gestão de clínica odontológica : a capacitação para a utilização de tecnologias e ferramentas de gestão aplicadas à clínica odontológica /." São José dos Campos, 2019. http://hdl.handle.net/11449/190815.
Full textAbstract:
Orientador: Luis Eduardo Blumer RosaCoorientador: Estevão Tomomitsu Kimpara
Banca: Rodrigo Máximo de Araújo
Banca: Luiz Alfredo Pavanin
Resumo: As mudanças radicais no cenário político-sócio-econômico brasileiro, exigem que os administradores adotem as melhores práticas e técnicas de gestão que possibilitem atingir os resultados planejados a despeito do segmento em que atuam. O objetivo desta pesquisa foi identificar o perfil gestor dos dentistas do município de São José dos Campos, e elencar as principais carências e necessidades de capacitação destes profissionais para a melhor organização e administração de suas clínicas. Os métodos e recursos utilizados para o desenvolvimento deste trabalho foram as pesquisas bibliográficas e a avaliação quantitativa por meio de questionário elaborado com perguntas estruturadas para respostas de múltipla escolha, formatado em três seções: I - Perfil do Entrevistado, II - Perfil Empreendedor, III - Rotina Operacional, para mapear e diagnosticar as práticas adotadas na gestão clínica. Os recursos utilizados para a submissão do questionário aos dentistas foram: Criação de QR Code para captura por meio de tecnologia móvel, criação de URL para acesso via internet e material impresso para resposta presencial. O estudo avaliou 219 dentistas e o indicador de estabilidade da pesquisa é de 95%. Os resultados confirmaram estatisticamente que os dentistas durante a formação, recebem pouca ou nenhuma informação de como realizar a gestão adequada de um consultório odontológico. Ficou evidenciado que os dentistas majoritariamente não utilizam as ferramentas e as técnicas administrativas fundame... (Resumo completo, clicar acesso eletrônico abaixo)
Abstract: The radical changes in Brazilian socio-economic political scenario require managers to adopt the best practices and management techniques that allow them to achieve the planned results regardless of the segment in which they operate. The objective of this research was to identify the management profile of dentists in São José dos Campos city and to highlight the main needs and qualification needs of these professionals for the best organization and administration of their clinics. The methods and resources used for the development of this work were the bibliographical researches and the quantitative evaluation through a questionnaire elaborated with structured questions for multiple choice answers, compounded in three sections: I - Interviewee Profile, II - Entrepreneur Profile, III - Routine Operational, to map and diagnose the practices adopted in clinical management. The resources used to submit the questionnaire to the dentists were: Creation of QR Code for capture through mobile technology, creation of URL for access by internet and printed material for personaly response. The study evaluated 219 dentists and the indicator of stability of the research is 95%. The results confirmed statistically that dentists during training receive little or no information on how to properly manage a dental practice. It was evidenced that mostly dentists do not use the tools and administrative techniques that are vital to business management. Another deficit aspect is the lack of knowled... (Complete abstract click electronic access below)
Mestre
27
Cruz, Enriquez Enrique A. "The Johnson City Community Health Center: A Qualitative Analysis of the Center's Strengths, Weaknesses, Opportunities, and Threats in Johnson City, Tennessee." Digital Commons @ East Tennessee State University, 2014. https://dc.etsu.edu/honors/230.
Full textAbstract:
The Johnson City Community Health Center is one of over 1200 community health centers serving over 22 million patients across the United States. Community health centers primarily serve patients with low income or without health insurance, but most serve all the members of their communities. These centers provide many services and treat health problems in a holistic manner in order to improve the health of their communities and also allow the members of those communities to progress. The Johnson City Community Health Center is compared to successful CHCs from across the nation to determine if it has characteristics to be successful in this community. A SWOT Analysis is conducted by evaluating the Marketing Mix, or the Product, Price, Placement, and Promotion, of the center and also by examining the Political, Economic, Social, and Technological environments it operates in. This research determines the internal Strengths and Weaknesses and external Opportunities and Threats of the Johnson City Community Health Center and concludes that it does have the characteristics needed to be successful in the community. This research can be used by center management to improve services, but it can also be used by other researchers to continue evaluations of community health centers across the nation.
28
Vaitkienė, Gintarė. "Medicininės reabilitacijos paslaugų veiklos rodiklių palyginimas 1992 – 2005 m. Lietuvoje." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2007. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2007~D_20070104_120028-62643.
Full textAbstract:
Magistrinio darbo tikslas yra įvertinti medicininės reabilitacijos sistemos reformos pagrindinius trūkumus ir privalumus, nustatyti pagrindinius tai įtakojančius veiksnius ir remiantis analizės duomenimis bei reabilitacijos sistemos kūrime dalyvaujančių ekspertų nuomone, pateikti pasiūlymus kaip gerinti reabilitacijos paslaugų teikimo kokybę ir prieinamumą Lietuvoje.
Darbo teorinėje dalyje analizuojami reabilitacijos sistemos pokyčių teoriniai pagrindai. Nagrinėjami norminiai aktai, moksliniai darbai ir kiti literatūros šaltiniai , aprašantys reabilitacijos sistemos raidą, struktūrą, reabilitacijos etapus, paslaugų rūšis bei jų vietą Lietuvos Nacionalinėje sveikatos sistemoje. Praktinėje dalyje analizuojami reabilitacijos sistemos pokyčiai Lietuvoje nuo 1992 m. iki 2005 m. Analizę sudaro trys dalys. Pirmoje dalyje analizuojami teisės aktai turėję įtaką reabilitacijos sistemos pokyčiams, buvo įvertintas kiekvieno jų tiesioginis poveikis reabilitacijos paslaugų struktūrai bei sąsajos su Lietuvos reabilitacijos strategijoje įvardintais reabilitacijos sistemos kūrimo principais. Antroje dalyje buvo atlikta reabilitacijos efektyvumo statistinių rodiklių analizė. Analizuota reabilitacijos paslaugų struktūra jos rodiklių kitimai bei teisės aktų, įtaka šiems pokyčiams. Trečioje dalyje apibendrinami anketinės apklausos duomenys. Tam, kad įvertintume reabilitacijos sistemos paslaugų kitimą bei reabilitacijos sistemos reformos sėkmę Lietuvoje, atlikta ekspertų apklausa. Buvo... [to full text]The purpose of the master paper is to evaluate the key advantages and drawbacks of the reform of the medical rehabilitation system, to establish its influencing factors and, based on the data of analysis and the opinion of the experts participating in the development of the rehabilitation system, to develop suggestions how to improve the quality and accessibility of the rehabilitation services in Lithuania. In the theory part of the paper the theoretical base of the changes in the rehabilitation system are analysed. Legal acts, scientific papers and other sources of literature dealing with the development, structure, steps of rehabilitation, types of services and their place in the National Health Care System in Lithuania. The practical part analysis the changes in the rehabilitation system in the period From 1992 to 2005. The analysis consists of three parts. The first part deals with the legal acts, which influenced the changes in the rehabilitation system, the direct impact of each of them on the structure of services and the correlation with the principles defined in the Lithuanian Rehabilitation System Development Strategy. The second part contains the analysis of the statistical data of the rehabilitation efficiency. The structure of the rehabilitation services, the changes in its indexes and the influence of the legal acts have been analysed. The third part summarise the data of the questionnaire. A survey among experts has been carried with the purpose to... [to full text]
29
Moura, Gisela Maria Schebella Souto de. "Encontros de serviço e satisfação de clientes em hospitais." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2006. http://hdl.handle.net/10183/8462.
Full textAbstract:
A presente tese aborda o tema dos encontros de serviço e a satisfação de clientes investigados no contexto hospitalar. Os encontros de serviço são aqueles momentos em que o cliente interage com a empresa prestadora de serviços, através dos seus funcionários de linha de frente. A literatura pertinente aponta esses eventos como influenciadores da satisfação de clientes, pois é no momento da interação que os clientes avaliam os serviços. A investigação realizada buscou verificar a relação dos encontros de serviço com a satisfação de clientes em hospitais. Para tanto foi realizada uma pesquisa composta por uma etapa exploratória e outra descritiva. A survey teve como participantes pacientes diferenciados submetidos a procedimentos cirúrgicos. Os dados foram submetidos à análise estatística utilizando a técnica de modelagem de equações estruturais. Os resultados evidenciaram a influência dos encontros de serviço na satisfação dos clientes, observados ao longo de todo o processo de atendimento hospitalar, bem como a relação entre a satisfação desses clientes com a intenção de recomendação do serviço. Concluindo o trabalho, são apresentados os principais achados, as implicações gerenciais, limitações do estudo e sugestões para futuras pesquisas.The present thesis discusses service meetings and customer satisfaction investigated in a hospital context. Service meetings are moments at which the customer interacts with the company that supplies services, through its front-line employees. Literature on the subject indicates that these events influence customer satisfaction, since it is at the time of interaction that customers evaluate the services. This investigation attempted to look at the relationship between service meetings and customer satisfaction in hospitals. For this purpose, a survey was performed with an exploratory stage and a descriptive one. The survey participants were patients who had health insurance and undergone surgical procedures. The data were submitted to statistical analysis using the structural equation modeling technique. The results showed the influence of service meetings on customer satisfaction, observed throughout the hospital care process, as well as the relationship between the satisfaction of these customers and the intention to recommend the service. Finally, the main findings, managerial implications, study limitations and suggestions for future research are presented.
La presente tesis aborda el tema de los encuentros de servicio y la satisfacción de los clientes investigados en el contexto hospitalario. Los encuentros de servicio son aquellos momentos en que el cliente interactúa con la empresa que le brinda servicios, a través de los funcionarios que los atienden. La literatura pertinente destaca esos eventos porque ellos influyen en la satisfacción de pacientes, pues es en ese momento de interacción en el cual los pacientes evalúan sus servicios. La investigación realizada buscó evidenciar la relación de los encuentros de servicio con la satisfacción de clientes en hospitales. Con este fin, fue realizada una investigación compuesta por una etapa de exploración y otra descriptiva. La survey tuvo la participación de pacientes diferenciados sometidos a procedimientos quirúrgicos. Los datos fueron sometidos a un análisis estadístico utilizando la técnica del modelo de ecuaciones estructurales. Los resultados demostraron la influencia de los encuentros de servicio en la satisfacción de los clientes, observados a lo largo de todo el proceso de atención hospitalaria, así como la relación entre la satisfacción de esos clientes con la intención de recomendación del servicio. Concluyendo el trabajo, serán presentadas las principales manifestaciones, las implicaciones gerenciales, limitaciones de estudio y sugerencias para futuras investigaciones.
30
Kuželová, Adéla. "Marketingová doporučení pro porodnice na základě dotazníkového šetření zkoumajícího preference rodiček." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-150081.
Full textAbstract:
The main goal of this Master's Thesis is to form marketing recommendations for maternity hospitals. These marketing recommendations are in the form of marketing mixes, that are designed for individual revealed segments. The theoretical part of my Master's Thesis contains the reason why the maternity hospitals should implement marketing in the present day. Further goal of the theoretical part is to explain why I apply to the area of obstetrics the marketing of services. Further the theoretical part describes specifics of marketing of services, segmentation process, targeting and positioning. There is stated characteristics of the marketing mix in the area of services at the end of the theoretical part. The analytical part is based on written questionnaires inquiry. On the basis of results of questionnaires inquiry is carried out the process of segmentation using statistical programme IBM SPSS Statistics version 21.0. The result of segmentation process is discovering three market segments. These segments show similar characteristics. There is determined attractiveness of revealed segments in the chapter dealing with targeting. Marketing recommendations describe the value of providing services. Marketing recommendations are supplemented with social status of respondents.
31
Zovienė, Asta. "Vidaus medicininio audito veiklos vertinimas ligoninėje." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2014~D_20140603_134044-31889.
Full textAbstract:
Magistro baigiamasis darbas sudarytas iš trijų pagrindinių dalių. Pirmoje dalyje analizuojami teoriniai vidaus medicininio audito sveikatos priežiūros įstaigose aspektai bei modeliai, nagrinėjamas vidaus medicininio audito teisinis reglamentavimas Lietuvoje. Antroje dalyje analizuojama VšĮ Respublikinės Panevėžio ligoninės vidaus medicininio audito veikla 2010 – 2013 m., jos organizavimas ir vykdymas. Trečiojoje darbo dalyje įvertinama vidaus medicininio audito veikla Respublikinėje Panevėžio ligoninėje vidaus medicinos auditorių ir konsultantų požiūriu. Magistro baigiamojo darbo pabaigoje, remiantis vidaus medicininio audito 2010 – 2013 m. veiklos analize ir kokybinio tyrimo rezultatais, pateikiamos išvados ir rekomendacijos Respublikinės Panevėžio ligoninės vidaus medicininio audito veiklos gerinimui.The Master’s Thesis consists of three basic parts. In the first part theoretical aspects and models of internal medical audit in health care institutions are analysed. The first part also deals with legal regulation of internal medical audit in Lithuania. In the second part organization and implementation of internal medical audit activity in the Public Institution Panevėžys Republican Hospital during the period of 2010 – 2013 is analysed. In the third part of the Thesis internal medical audit activity in the Public Institution Panevėžys Republican Hospital is evaluated at the approach of internal medical auditors and consultants. Following the analysis of the internal medical audit activity of 2010 – 2013 and the results of the qualitative research, in the final part of the Master’s Thesis conclusions and recommendations for the improvement of internal medical audit activity in the Public Institution Panevėžys Republican Hospital are presented.
32
Ferreira, Ana Bárbara Fernandes. "Plano de marketing para "Enjoy – Healthy Restaurant"." Master's thesis, Instituto Superior de Economia e Gestão, 2018. http://hdl.handle.net/10400.5/16613.
Full textAbstract:
Mestrado em MarketingEste projeto final de Mestrado tem como objetivo, elaborar um plano de maketing para um novo negócio de restauração em Lisboa, que arrancará em março de 2019. Portugal vive um momento de crescimento económico, com as receitas do turismo a atingir recordes anuais sucessivos, e a restauração a contribuir muito positivamente para esse dinamismo económico. Para aproveitar esta oportunidade, vai-se lançar o enJoy - Healthy Restaurant, que pretende oferecer um serviço diferenciado, com principal foco no serviço de refeições nutricionalmente equilibradas. Os resultados obtidos no inquérito aplicado a 139 pessoas, permite concluir que 79,9% da nossa amostra considera praticar uma alimentação saudável e que mais de metade (58,3%) da amostra, assume uma preocupação e cuidado com a sua alimentação. Esta preocupação está espelhada nos resultados do Teste de Wilcoxon igual a 10,369 e p=0,001. Para além disto, a existência de refeições equilibradas e ajustadas à necessidade nutricional é visto como importante, na escolha de um restaurante, com 48,9% das respostas. Apesar de marginalmente significativa, é de assinalar, que os sujeitos que têm uma alimentação saudável estariam dispostos a pagar mais do que os que não têm uma alimentação saudável, por um menu saudável, como se demonstra pelo resultado do teste Mann-Whitney de -1,930 e p=0,054.
This master final project purpose is to create a marketing plan for a restaurant that will be open in March of 2019. Portugal is growing economically with tourism revenues made from the large amount of restaurants that contribute to this sector. It's the right time to launch enJoy - Healthy Restaurant, a unique concept that offers meals with nutritional equilibrium. The results shown in our inquiry to 139 people, concludes that 79,9% of our samples have a healthy lifestyle and 58,3% of our samples have assumed that they care abouth their food habits. This concern is mirrored in the Wilcoxon Test results equal to 10,369 and p=0,001. The existance of meals with nutritional equilibrium is seen importantly in the choice of the restaurant with 48,9 % of the anwers. Although marginally significant, it should be noted that subjects who have a healthy diet would be willing to pay more than those who do not have a healthy diet for a healthy menu, as demonstrated by the result of the Mann-Whitney test of -1,930 and p=0,054.
info:eu-repo/semantics/publishedVersion
33
BELLIO, ELENA. "L'invecchiamento dei consumatori in Italia. Il Valore Generato da una Strategia di "Silver Marketing"." Doctoral thesis, Università Cattolica del Sacro Cuore, 2018. http://hdl.handle.net/10280/39861.
Full textAbstract:
L’italia è un paese che invecchia rapidamente. Oggi il marketing dedica una rinnovata attenzione a questo fenomeno, cercando di valorizzarne appieno le potenzialità.
La ricerca analizza le caratteristiche peculiari del cliente “over 65” con l’obiettivo di comprenderne specificità e value driver e di orientare correttamente le azioni volte alla creazione di valore.
L’analisi è stata condotta in tre ambiti distinti:
1) Grande distribuzione organizzata indagando il ruolo dell’in-store design rispetto alla progettazione dell’esperienza di acquisto del cliente silver con un focus specifico sul ruolo della nostalgia;
2) Settore bancario focalizzando l’attenzione sulle variabili più rilevanti per la creazione di fiducia e sulle relazioni tra fiducia ed importanza attribuita ad un set di variabili;
3) Settore sanitario, indagando la propensione alla spesa a fronte di elementi migliorativi del servizio ed il grado di accettazione di logiche di prezzo dinamico.
La metodologia adottata è una survey condotta per mezzo di un questionario. I dati sono stati raccolti mediante interviste interpersonali e interviste CATI. Complessivamente, è stato raggiunto un campione di 1550 soggetti. I dati sono stati elaborati con analisi di moderazione/mediazione e analisi cluster.
I risultati ottenuti hanno consentito di profilare i segmenti senior limitatamente ai loro value driver, evidenziando il ruolo della sfera sociale e relazionale, che si conferma la variabile più critica nell’orientare comportamenti e preferenze.Italy is a rapidly aging country. Today marketing is showing a renewed attention to this phenomenon, trying to fully exploit its potential. The research analyzes the specific characteristics of the "over 65" customer with the objective of understanding its value drivers in order to correctly guide managerial actions aimed at providing value. The analysis was conducted in three different contexts: 1) Mass retailers, looking at the impact of in-store design solutions on silver customers experience with a specific focus on the role of nostalgia; 2) Banking sector, to identify the variables which impact the most on trust in banks and the financial sector and on the relationships between trust and the importance attributed to a set of other variables; 3) Healthcare sector, investigating the willingness to pay for service improvements and dynamic pricing degree of acceptance. The adopted methodology is a survey developed through questionnaires. Data were collected through personal interviews and CATI. Overall 1550 respondents were reached. Moderation/mediation analysis and cluster analysis were performed on the collected data. Results allow to define different segments of silver customers by identifying their value driver, especially highlighting the specific role played by social interactions.
34
Lažauninkienė, Justina. "Sveikatos priežiūros įstaigoje teikiamų socialinių paslaugų kokybės vertinimas." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2013. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2013~D_20130625_190057-28123.
Full textAbstract:
Magistro baigiamajame darbe išanalizuota ir įvertinta sveikatos priežiūros institucijoje teikiamų socialinių paslaugų kokybė, iškelta kokybės matavimo ir vertinimo problema bei pateikti siūlymai, kaip šias problemas spręsti. Pirmojoje darbo dalyje teoriniu aspektu tiriama viešųjų paslaugų vadyba, pateikiama socialinių paslaugų samprata, aptariamas jos teisinis reglamentavimas. Antrojoje dalyje nagrinėjama paslaugų kokybės vadyba, paslaugų kokybės sampratos problematika, kokybės matavimo ir vertinimo pagrindinės tendencijos bei problemos. Trečiojoje darbo dalyje pateikiama empirinių tyrimų rezultatų analizė, kuri atskleidžia sveikatos priežiūros įstaigoje teikiamų socialinių paslaugų kokybę ir šių paslaugų matavimo problematiką.The Final Master Work analyzes and assesses the quality of social services offered in health care institution, reveals the problem of quality evaluation and assessment, and provides recommendations for solving the problems. The first part of the Final Work analyzes the management of public relations, introduces the concept of social services and discusses the legal regulation of the concept. The second part provides the research on the quality management of services, the issues in the concept of quality of services and the basic tendencies and problems in quality evaluation and assessment. The third part gives the analysis of the results of empirical surveys that reveals the quality of social services offered in health care institutions and the problem of services evaluation.
35
Kalimavičius, Albinas. "Lietuvos regioninių stacionarinių asmens sveikatos priežiūros įstaigų kokybės ir jos netolygumų vertinimas." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2014~D_20140630_142200-75120.
Full textAbstract:
Darbo tikslas: Įvertinti Lietuvos regioninių stacionarinių asmens sveikatos priežiūros įstaigų teikiamų paslaugų kokybę ir jos netolygumus, remiantis statistiniais kokybės rodikliais.
Darbo uždaviniai: 1. Įvertinti Lietuvos regioninių stacionarinių asmens sveikatos priežiūros įstaigų paslaugų kokybę remiantis statistiniais paslaugų kokybės vertinimo rodikliais. 2. Išanalizuoti Lietuvos regioninių stacionarinių asmens sveikatos priežiūros įstaigų paslaugų kokybės rodiklių svyravimus priklausomai nuo amžiaus, lyties, dienos pobūdžio, paslaugos rūšies. 3. Įvertinti atvejų skaičiaus įtaką stacionarinių asmens sveikatos priežiūros įstaigų paslaugų kokybei
Tyrimo metodika: Tyrime vertintos 6 regioninės ligoninės. Kokybės rodikliai: Cezario pjūvio (CPO) operacijų dažnis, hospitalinis mirštamumas dėl ūmaus miokardo infarkto per 30 ir per 2 d. (ŪMI 30d. ir 2d.) ir dėl galvos smegenų insulto (GSI 30d. ir ŪMI 2d.). Papildomi rodikliai: vidutinės gulėjimo trukmės (VGT) analizė pagal gimdymo būdą ir tarp ligoninių, vertinta atvejų skaičiaus koreliacija su pasirinktų rodiklių rezultatais ir analizuotas perkeltų į kitą ligoninę tolimesniam gydymui pacientų srautai. Statistinė duomenų analizė atlikta SAS programa.
Rezultatai: Bendras CPO dažnis regioninėse ligoninėse buvo 18,45 proc. Amžiaus grupėse svyravo: <25 m. 15,38 proc., 25–35 m. 20,06 proc., >35 m. 20,55 proc. (p<0,05). CPO dažnis darbo dienomis buvo 19,82 proc., laisvadieniais 13,82 proc. (p<0,05). Lyginant tarp ligoninių:... [toliau žr. visą tekstą]Aim of the study. To measure the quality of care in Lithuanian regional hospitals and its variations with statistical quality indicators. Objectives. 1. to assess the quality of care in Lithuanian regional hospitals with statistical quality indicators. 2. To analyse the variations of quality indicators of Lithuanian regional hospitals depending on age, sex, nature of day, and type of delivery. 3. To assess the influence of case volume on service quality of hospitals. Methods. 6 regional hospitals were assessed during the research period from 2010 to 2012. Quality indicators: Caesarean section (CS) rate, in-hospital 30-day and 2-day mortality rates due to Acute Myocardial Infarction (AMI) and in-hospital 30-day and 2-day mortality rates following stroke. Additional indicators: analysis of average length of stay (ALS) according to the mode of childbearing and among hospitals; assessment of correlation of the results between selected indicators and patient case volume; and the analysis of patient flows transferred to another hospital for further treatment. Statistical analysis was performed by means of SAS program. Results. The overall rate of CS in regional hospitals was 18.45 %. Ages in the groups ranged as follows: <25 y.o. - 15.38 %; 25-35 y.o. - 20.06 %; > 35 y.o. - 20.55 % (p <0.05). CS rate on weekdays was 19.82 %, at weekends - 13.82 % (p <0.05). Comparing among hospitals: the rate of CS in hospital performing least CS was 13.19 %; the highest indicator value was 28.9 %... [to full text]
36
Lévano, Salcedo Solange Lamour. "La calidad como factor del marketing de servicios en relación a la decisión de compra de seguros Oncológicos privados en hombres y mujeres de 25 a 60 años de NSE AB de Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/652094.
Full textAbstract:
En general el tema de investigación sobre la calidad del servicio en relación a la decisión de compra de seguros Oncológicos privados, se desarrollarán los siguientes conceptos: El primero alude al Marketing de servicios, el Segundo a Las 8 p's en donde en específico se hablará de calidad del servicio. El Tercero corresponde a Marketing en salud y el cuarto a marketing Oncológico.
Dentro de los autores más importantes se encuentran Hoffman y Bateson; Kotler y Keller; Del Rosario; Caballero-Uribe; Corea, Gómez; Castillejo, Beceiro y Pinillos, todos los textos académicos que nos hacen referencia al tema calidad como factor del marketing de servicios en relación a la decisión de compra de seguros oncológicos nos dan a entender que se mezclan bastantes tipos de marketing, que resulta ser muy delicado comunicarlo y sobre todo hacer que adquieran el seguro ya que normalmente hay muchas personas de la tercera edad que sí lo adquieren a comparación de los jóvenes adultos que no conocen en que consta tener un seguro oncológico y por ello no les llama la atención adquirirlo.In general, the topic of research on the quality of the service in relation to the decision to purchase private Oncological insurance, the following concepts will be developed: The first refers to the Marketing of services, the second to 8 p's where in particular we will talk about quality of service. The third corresponds to Health Marketing and the fourth to Oncological Marketing. Among the most important authors are Hoffman and Bateson; Kotler and Keller; Rosary; Caballero-Uribe; Korea, Gomez; Castillejo, Beceiro and Pinillos, all academic texts that refer to the issue of quality as a factor in the marketing of services in relation to the decision to purchase cancer insurance suggest that many types of marketing are mixed, which turns out to be very delicate communicate it and, above all, do that they acquire the insurance since there are usually many elderly people who do acquire it in comparison to young adults who do not know what it means to have cancer insurance and therefore it is not surprising to acquire it.
Trabajo de investigación
37
Senina, Marina. "Pacientų lūkesčių tenkinimas VšĮ Vilniaus greitosios pagalbos universitetinėje ligoninėje." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2006. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2005~D_20060321_131343-65106.
Full textAbstract:
The purpose of the research – to evaluate satisfaction of patients expectations in Vilnius emergency university hospital. The object of the research. In-patient expectations in Vilnius emergency university hospital. The hypothesis of the research- patient’s expectations are not successfully satisfied because of the organizational problems, their analysis is useful in order to make better organizational work. Conclusions. Patient's expectayions satisfaction is influenced by the structure of resources in healthcare organization and person's (patient's) individual characteristics.
38
Donnelly, Pamela Christine. "Marketing planning in the National Health Service : implementation and consequences." Thesis, Anglia Ruskin University, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.325397.
Full text
39
De, Jager J. W. "Internal marketing strategy: focusing on staff orientation in health care in South Africa." Acta Commercii, 2008. http://encore.tut.ac.za/iii/cpro/DigitalItemViewPage.external?sp=1000401.
Full textAbstract:
Low job satisfaction is a major cause of high turnover among health care providers (Krueger, Brazil,Lohfeld, Edward, Lewis & Tjam, 2002; Costello, 2001 and Nobile & McCormick, 2008). Job satisfaction that affects the quality of service and organisational commitment may be a contributing factor in the
shortage of health care providers. These observations led to an increased interest in assessing job satisfaction levels among health care providers.
40
Zolkiewski, Judith M. "Purchaser/provider relationships in the UK National Health Service : : a marketing perspective /." Thesis, University of Manchester, 1999. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.488212.
Full text
41
Luca, Nadina Raluca. "Exploring engagement and value creation in health social marketing : a service perspective." Thesis, University of Nottingham, 2015. http://eprints.nottingham.ac.uk/30688/.
Full textAbstract:
Complex social problems (the continued rise in chronic disease; resource depletion, inequality etc.) call for new social marketing frameworks to accommodate midstream and upstream action which requires collaborations with multiple actors (government, public and private sector). Service-dominant logic (SDL) (Vargo and Lusch, 2004) theoretical developments (systems thinking, value creation, networks etc.) suggest a good compatibility with the collaborative approaches required by midstream and upstream social change (Russell-Bennett, Wood and Previte, 2013). This thesis interrogates the applicability of SDL concepts (value creation and actor engagement) to social marketing. This study focuses on examining the factors influencing engagement, actor motivation and perceived value in a health social marketing context. The study adopts a case study approach and draws upon interviews, observation and document analysis to examine a Smokefree homes and cars programme (‘Smokefree’) in a city in England. Key findings of this research indicate that adopting a service orientation facilitates contextualising social marketing programmes, building capacity at the community level and adopting a long-term approach which suits better the realities of individuals. However, it also reflects that understanding and addressing contextual factors means considering the fluidity of individuals’ goals and the subjective dimension of value which might challenge pre-set programme objectives. The study indicates that a collaborative approach to value creation poses challenges in addition to the benefits. This study is one of the few (Domegan et al., 2013; Lefebvre, 2012; Russell-Bennett, Wood and Previte, 2013) to contribute to the efforts to examine the implications of a service perspective for extending social marketing theory. One of the main contributions of this study is illustrated by the articulation of service dominant benchmarks for social change programmes. A key implication for policy is that building collaborations with community services is essential to understanding individuals in context, customising offerings and supporting skill development.
42
Hunsaker, Jessica L. "An efficacious study of marketing messages in sexual health promotion." Laramie, Wyo. : University of Wyoming, 2008. http://proquest.umi.com/pqdweb?did=1594498611&sid=1&Fmt=2&clientId=18949&RQT=309&VName=PQD.
Full text
43
Kobe, Pavel. "Návrh na zvýšení výkonu zdravotnického zařízení." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2011. http://www.nusl.cz/ntk/nusl-223069.
Full textAbstract:
This diploma thesis focuses on a possibility of introducing of assistance services in medical facilities or a setting up of a new subsidiary company for these services that increase a comfort for patients. It contains the instructions how to realize the comfort of the health conditions which is provided by the health care system in the Czech Republic. It specifies a method that increases a performance of an additional medical facility service.
44
Gurreonero, Loureiro Fátima Antonella, Chávez Bruno Passano, and Estrada Yazmin Lucia Olazábal. "Healthy Diet." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/626233.
Full textAbstract:
El presente trabajo evalúa la viabilidad del negocio, el desarrollo comercial y analiza financieramente la puesta en marcha de un servicio de asesoría, preparación y reparto de comida saludable en Lima.
Para el debido desarrollo del proyecto se analizó las tendencias de la comida saludable en la zona de alcance de la propuesta y se estimó la demanda de acuerdo al comportamiento de ofertas similares, estudios primarios y secundarios que fortalezcan y contribuyan a la propuesta de valor del servicio. Se realizó la idea de negocio y los procesos que hagan posible la puesta en marcha de la idea de negocio, tales como planeamiento estratégico, investigación del mercado, plan de marketing, operaciones, gestión del capital humano y plan financiero.
De acuerdo a un estudio de la OMS, la obesidad es problema público de salud, que se presenta de forma crónica, causado por diferentes factores relacionados a temas de mala alimentación y estilos de vida adoptados dentro del desarrollo social, los cuales devienen en enfermedades que representan riesgo para la salud.
Ante las tendencias analizadas se genera la idea de integrar un servicio de asesoría nutricional personalizado y la prestación de alimentos preparados en base a dietas desarrolladas de acuerdo a las necesidades de los clientes. La idea de negocio comprende un servicio holístico de alimentación para personas que desean mejorar su estilo de vida en nutrición.The present work evaluates the viability of the business, the commercial development and financially analyzes the start-up of a service of advice, development and distribution of healthy food in Lima. For the due development of the project, the trends of healthy food were analyzed in the area of scope of the proposal and the demand was estimated according to the behavior of similar offers, primary and secondary studies that strengthen and contribute to the proposal of value of the service. The idea of business and the processes that make possible the implementation of the business idea were made, such as strategic planning, market research, marketing plan, operations, human capital management and financial plan. According to a OMS study, obesity is a public health problem, which occurs chronically, caused by different factors related to issues of poor diet and lifestyles adopted within social development, which result in diseases that they represent a risk to health. In view of the analyzed trends, the idea of integrating a personalized nutritional advisory service and the provision of foods prepared based on diets developed according to the needs of customers is generated. The business idea includes a holistic food service for people who want to improve their lifestyle in nutrition.
Trabajo de investigación
45
Oliver, John. "The influence of critical service incidents in a health and fitness club environment : exploring buyer and seller relationship perspectives." Thesis, Bournemouth University, 2004. http://eprints.bournemouth.ac.uk/10567/.
Full textAbstract:
The study of critical service incidents has been extensively investigated in service marketing, however, very little attention has been paid to the role that these incidents have in the building, development and maintenance of marketing relationships. This thesis sought to address the deficiency in knowledge on the subject by exploring the critical service incident from a relational exchange perspective, with the members and management of a health and fitness club providing the central focus of the buyer-seller relationship. This investigation adopted a pragmatic philosophy in methodological design, arguing that the research had to be conducted within real time business constraints. Action research was used as an umbrella strategy for this investigation which incorporated a multi-method research design that consisted of; participant observation, in-depth interviews, a management group discussion and a telephone survey to investigate the questions of each research cycle. Whilst existing service marketing literature implies that positive and negative critical service incidents result in the bi-polar outcomes of buyer loyalty or switching respectively, the findings of this research demonstrated that the critical service incident may not be that critical to the development and maintenance of the relationship. The thesis makes an original contribution to knowledge by developing existing relationship marketing theory and making explicit the influence of the critical service incident on the buyer-seller relationship that is implied in service marketing literature. This thesis proposes that the critical service incident, produces buyer inferences, effects and consequences that result in a tendency toward loyalty or switching and that when the duration of the buyer-seller relationship is considered, these evaluative buyer judgements produce a phenomenon termed 'relationship elasticity'.
46
Yu, Shan, and Shan Yu. "Money-Back Guarantee, Service Quality, and Productivity: The Marketing of In-Vitro Fertilization." Diss., The University of Arizona, 2016. http://hdl.handle.net/10150/621296.
Full textAbstract:
Marketing practices like Money-Back Guarantees (MBGs) and warranties are quite controversial in the health care market. Despite their professed intention to improve consumer welfare, MBGs are often decried for taking advantage of consumers who might not have the correct information. This concern is valid especially given the salient features of health care markets: a) customization, b) expert service, and c) difficulty in measuring service quality. For instance, in the context of in-vitro fertilization (IVF)-a medical procedure to assist infertile couples in having children-many health care and policy experts argue that MBGs offered by fertility clinics are nothing but marketing gimmicks and that these clinics either sort and treat only the more fertile patients or overtreat patients with more aggressive and risky treatment protocols. This concern, however, is in stark contrast with the signaling literature in marketing and economics. The central idea of the signaling theory is that the cost of offering MBGs can be so high that low-quality clinics are not able to afford mimicking the high-quality clinics' offering of MBGs. Essentially then, only high-quality clinics would be able to afford MBGs. Given these contrasting viewpoints, my dissertation aims to advance our understanding of the strategic MBG decisions in the health care market. Utilizing data from the U.S. IVF market, I investigate the relationship between MBGs and clinic capability, which contains two aspects: a) service quality, i.e., the effectiveness in transforming input to treatment outcome (or quality output), and b) service productivity, i.e., the efficiency in transforming input to production possibility (or quantity output). Considering the nature of the IVF market, my findings have natural extension to other health care and expert service markets. In chapter 2 (essay one), I empirically examine the underlying mechanism of MBGs-whether MBGs in the IVF market can act as credible signals of quality or simply marketing gimmicks-by investigating the relationship between MBG offers and treatment outcomes at the clinic level. The analysis is conducted on a large and unique longitudinal dataset that includes a) clinic-level treatment and outcome statistics for almost all IVF clinics in the U.S., b) fertility clinic characteristics and MBG decisions, c) information on state-level insurance mandates, and d) demographic characteristics. Using an instrument variable approach to account for the endogeneity of MBG decisions made by fertility clinics, I find that compared to clinics not offering MBGs, clinics offering MBGs secure better treatment outcomes (i.e., higher live birth rate) and use less aggressive treatment (i.e., transferring fewer embryos) without sorting higher fertility patients or imposing higher long-term risk (i.e., multiple birth rate). These results taken together suggest that MBGs can work as signals of quality despite the incentives for clinics to engage in opportunistic behaviors.In chapter 3 (essay two), I empirically examine the relationship between MBG decisions and clinic productivity. To quantify the unobserved productivity, I first incorporate the quantity-quality tradeoff into the production function and then estimate it using a non-parametric structural model approach recently developed in the economics literature. Empirically, to handle the endogeneity challenge caused by unobserved productivity, I use input change decision (i.e., hiring and investment) as a proxy for productivity. Then, I use an instrument variable approach to deal with the attenuation bias caused by measurement error in quality output. The results show that a) the quantity-quality tradeoff exists in the IVF market, b) expert labor plays a more important role than capital in determining the production quantity, and c) clinics with higher productivity are more likely to be offering MBGs, being non-profit, with longer experience, providing service to single woman, with higher competition, and in states with IVF insurance mandates. Compared to non-MBG clinics, MBG clinics have higher capability because they are not only more effective in transforming resource to successful outcome, but also more efficient in transforming capital and labor to production capacity. Shedding light on the public policy debate over MBG practice in the IVF industry, my study indicates that traditional marketing strategies deserve nuanced analysis in the health care and expert service markets.
47
Daněk, Ondřej. "Marketingový plán ve službách." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2009. http://www.nusl.cz/ntk/nusl-222402.
Full textAbstract:
The subject of the work is marketing planning in service business. The aim of the work is creating of marketing plan for the company which is going to enter in market of nonstate health service device in colonhydroteraphy concretely. The aim of the work is creating long term strategic marketing plan and annual marketing plan. Theoretic part of the work is created by theoretic premises of marketing planning in service business. Next there is an explained notion from sector of companny business, for which the plan was created. Practical part of the work is occupied by marketing planning and creating of strategic and annual marketing plan for company called XY.
48
Sláma, Igor. "Návrh marketingové orientace operátora při uplatnění vybrané moderní technologie." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-113702.
Full textAbstract:
The Diploma thesis describes telecommunication market in Czech Republic and the most important telecommunication companies in Czech Republic and in the world. Also provides the marketing application of new technologies. The goal of diploma thesis is the proposal of product eHealth care from the health industry for T --Mobile company. This product will use technology with high added value could help T -- Mobile to get product with high added value to get to goal to prevent falling revenues.
49
Syed, Sameera Ali. "Small business marketing : managing word of mouth in small service businesses : longitudinal case studies of independent hotels and health and fitness clubs." Thesis, Kingston University, 2009. http://eprints.kingston.ac.uk/20285/.
Full textAbstract:
Word of mouth is generally agreed to be the foremost source of new business acquisition for small businesses and owners/managers often cite 'word of mouth' referrals as the main source of business generation (Carson, 1985; Curran and Blackburn, 1994; Stokes 2000). However, little is known about how small business owners know their firms gain word of mouth or, indeed, of the dynamics that influence the incidence of word of mouth. The objective of this study is to investigate the role of word of mouth in the operation of small firms in the service sector. The thesis draws upon extant theory and original empirical evidence. Specifically, the thesis seeks to examine how recommendation can be proactively managed, which is now a central element of contemporary marketing literature (Stokes 2002). The research has incorporated three sources of data for the purpose of triangulation of different perspectives, including interviews with owners/managers at key stages of the research, customer surveys and documentary evidence from the businesses. A Longitudinal case study approach is employed to achieve the research aims. This allows an exploration of the role and management of word of mouth within small firms and provides a theoretically informed insight into the triggers of referrals and recommendations. This approach is believed to have the potential of "systematically gathering enough information about a particular person, social setting, event or group to permit the researcher to effectively understand how it operates or functions" (Berg, 1998:212). The primary units of analysis are the owners/managers in the Leisure and Tourism sector, who have proactively managed word of mouth. However, the study also includes the customers' perspectives regarding their recommending and complaining tendencies. The study has produced an original investigation about the significance of word of mouth in service sector enterprises, which includes a conceptual model of the stimulants of recommendation in small businesses.
50
Palmeiro, Cristina Isabel dos Reis. "A gestão de recursos humanos do pessoal administrativo e qualidade dos serviços prestados nos Centros de Saúde: análise comparativa dos níveis de satisfação dos utentes em dois Centros de Saúde." Master's thesis, Universidade de Évora, 2007. http://hdl.handle.net/10174/16444.
Full textAbstract:
Com esta dissertação pretende-se fazer o estudo da qualidade percepcionada pelos utentes
relativamente ao atendimento que têm por parte dos prestadores de serviço Administrativo,
nos Centros de Saúde onde se encontram inscritos no Serviço Nacional de Saúde.
O primeiro contacto com o Administrativo no Centro de Saúde é muito importante, pois o
utente não comunica só com o Médico ou Enfermeiro, mas também com o Administrativo
que o atende para marcar consulta ou obter informações relativas a cuidados de saúde.
Assim, a análise foi feita com base num estudo empírico que permitiu proceder à
comparação da Qualidade percepcionada dos serviços prestados em unidades de saúde, por
parte dos utentes, tendo em conta o papel dos Administrativos em dois Centros de Saúde,
situados na região do Alto Alentejo. /ABSTRACT - It is intended with this dissertation to do the study of quality perceived by the users
concerning the service that they receive from the providers of Administrative services, in
the Health Care Centres where they are enrolled in the National Health Service.
The first contact with the Administrative worker in the Health Care Centre is very
important because the user does not communicate exclusively with the Doctor or the
Nurse, but also with the Administrative worker that is there to receive him to make
appointments or ask for information about health care.
Therefore, the analysis will be made based on an empirical study that can allow to proceed
to the comparison of the perceived Quality of the provided services in health units, by the
users, considering the role of the Administrative workers in two Health Care Centres,
located in the region of Alto Alentejo.