The importance of the relationship marketing for the improvement of the attendance and the competitive advantage in private medical services

Abstract

The aim of this study was to evaluate the degree of intensity with which private clinics use and combine the components of relationship marketing to improve its competitiveness, the perspectives of their managers and also external customers. The sector of private health services is one of the fastest growing in the world because, among other factors, of the increased availability of home health services. Such interactions indicate needs to establish lasting relationships with customers. In order to meet the objectives of the study, a methodological exploratory and descriptive approach was chosen. After reviewing the literature, we decided to apply the conceptual model of Gordon (1998) which assesses the relationship marketing through eight components: culture and values, leadership, strategy, structure, personnel, technology, knowledge and perception; and processes. We used a sample of 40 clinics with their managers and 400 customers. We used quantitative and qualitative methods, such as Mann-Whitney test, analysis RIDIT and descriptive statistics, in the analysis of the data collected. The results suggest, among other things, that the components of relationship marketing are used sparingly by private clinics. However, both clinics and customers acknowledge the importance of the matter in an attempt to establish longitudinal relationships with the loyal clients.