Identyfikacja więzi relacyjnych w sektorze ochrony zdrowia - zastosowanie modelu LVPLS

• Autorzy: Iga Rudawska , Adam Sagan

Warianty tytułu

Identyfing Relational Bonds In The Health Care Sector - The Application Of Lvpls Model

• Języki publikacji: PL

Abstrakty

EN

Relational marketing (RM), with its main focus on shaping bonds between exchange parties, has been widely accepted as an important determinant of long-term business success. Past research has focused mainly on the advantages of RM for companies, while less attention has been paid to relationships emerging in the area of social services. However, to compete in today's complex health care sector, it is imperative for health care organizations to establish close relationships with their customers as a means of retaining existing patients. We suggest that relational bonds in this sector may be described as ranging from formal to structural, depending on costumer perceived relational benefits, trust and commitment. This paper presents a methodology for identifying and describing categories and subcategories of relational bonds from patients' as well from service providers' points of view. To test the theoretical assumptionsempirically, a qualitative study of patient-service provider relationships was conducted applying latent variables partial least squares (LVPLS) model. It aimed at determining the hierarchical structure of main bonds (formal, social, and structural) and identifying the discrepancies between two studied subgroups. The study revealed that patients were more concentrated on the technical bond, while doctors focused on the financial one. Both exchange parties proved to pay attention to behavioral commitment and psychological bond that makes trust a fundamental element in the patient-doctor relationship. The paper closes with a demonstration of some application of research findings in the health care sector in Poland.(original abstract)

Słowa kluczowe

PL

Marketing relacji; Ochrona zdrowia; Relacje przedsiębiorstwo-konsument; Relacje z klientami

EN

Relationship marketing; Health care protection; Enterprise-customer relationship; Relationships with customers

• Czasopismo: Problemy Zarządzania
• Rocznik: 2006
• Tom: 4
• Numer: nr 2(12) Zarządzanie i marketing
• Strony: 80--91

Twórcy

autor

Iga Rudawska

• Uniwersytet Szczeciński

autor

Adam Sagan

• Akademia Ekonomiczna w Krakowie

Bibliografia

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