In Which Type of Healthcare Do Patients Show Greater Loyalty? (Public Sector Management vs. Public-Private Partnership)

DOI:  https://doi.org/10.12804/revistas.urosario.edu.co/revsalud/a.7259

Article Sidebar

PDF (Español (España)) HTML (Español (España)) Lector Inteligente (Español (España)) ePub (Español (España))

Published: Oct 9, 2018
Issue: Vol. 16 No. 3 (2018): Ciencias de la Salud
Section Clinical or Experimental Research


Keywords: Patients’ loyalty behaviour healthcare services management healthcare services marketing consumer behavior.

Main Article Content

Authors

Remedios Calero
Hellín Hospital
Martina G. Gallarza
Universidad de Valencia

Abstract

Introduction: The present study analyses the patients behavior in a setting with different management types: public sector management and public-private partnership. More specifically, the objective is to establish in which healthcare type (hospitalization, ambulatory surgery, emergencies, outpatients consultation) do the patients show a loyal behavior when they are in different management scenarios. Material and methods: A descriptive analysis based on secondary data collected from an internal database of the Conselleria de Sanidad of the Valencian Community in Spain, a scenario with two different healthcare management types (public sector management and public-private partnership) was conducted. Results: Higher patient  ows in two healthcare types (emergency and outpatient consultation); disparate growth of the patients’ net basis; partnership favors maintaining the relationship with the patient thus preventing dropout; specialization of the public-private partnership in an assistance type: ambulatory surgery. Conclusion: The obtained results identify the healthcare types with higher patients’ loyalty, as well as the extent to which the management type affects this loyalty behaviour.
How to Cite
Calero, R., & Gallarza, M. G. (2018). In Which Type of Healthcare Do Patients Show Greater Loyalty? (Public Sector Management vs. Public-Private Partnership). Revista Ciencias De La Salud, 16(3), 391–408. https://doi.org/10.12804/revistas.urosario.edu.co/revsalud/a.7259
References

Suárez N. Mercadotecnia y gestión sanitaria. Rev Cub Salud Pública. 2002;28(2):201-23.

Copeland M. Relation of consumer’s buying habits to marketing methods. Harv Bus Rev.

;1:282-89.

Brown G. Brand loyalty - Fact or fiction? Advert Age. 1952;23:53-5.

Cunningham SM. Brand loyalty - What, where, how much? Harv Bus Rev. 1966;34:116-28.

Kuehn A. Consumer brand choice - A learning process? In: Frank R, Kuehn A, Massy, W. editors. Quantitative techniques in marketing analysis. Irwin: Homewood; 1962.

Hirschman AO. Exit, voice and loyalty. Cambridge: Harvard University Press; 1970.

Sheth JN, Park CW. A theory of multidimensional brand loyalty. Illinois: Faculty Working Papers. College of Commerce and Business Administration, University of Illinois at Urban-Champaign; 1974.

Kotler P, Clarke RN. Marketing for healthcare organizations. New Jersey: Prentice-Hall; 1987.

Gilligan C, Lowe R. Marketing and healthcare organizations. New York: Radcliffe Medical Press; 1995.

Gallarza MG. Fidelidad versus lealtad: ¿clientes “perros” o “amigos”? Harvard Deusto Business Review. 2002;107:56-61.

Quintano M. La dinámica de la lealtad del cliente: un acercamiento teórico. In: Alfaro, M. (coordinators), Temas clave en marketing relacional. Madrid: McGraw-Hill; 2004 p. 27-48.

Robinson S, Etherington L. Customer loyalty: a guide for time travellers. New York: Palgrave Macmillan; 2004.

Alcaide JC. Fidelización de clientes. Madrid: ESIC Editorial; 2010.

Jacoby J, Chestnut RW. Brand loyalty: measurement and management. New York: John Wiley & Sons; 1978.

Dick AS, Basu K. Customer loyalty: toward an integrated conceptual framework. J Acad Mark Sci. 1994;22:99-113.

Cobra M. Marketing de servicios. Madrid: McGraw-Hill; 2000.

Jacoby J, Kyner DB. Brand loyalty vs. repeat purchasing behavior. Journal of Marketing Research. 1973;10(1):1-9. doi: 10.2307/3149402

Bloemer J, Ruyter K. Customer loyalty in high and low involvement service settings: The moderating impact of positive emotions. Journal of Marketing Management. 1999;15(4):315-30. doi: 10.1362/026725799784870388

Lu IY, Yang CY, Chiu SC, Tseng CJ. The study of repurchase intention in sense of expe- riential marketing. Paper presented at the 6th Asian Network for Quality Congress, Thailand; 2008.

Rundle-Thiele S, Russell-Bennett R. Patient in uences on satisfaction and loyalty for GP services. Health Mark Q. 2010;27(2):195-214. doi: 10.1080/07359681003745162

Gremler DD, Brown SW. Service loyalty: Its nature, importance, and implications. In: Edvardsson B, Brown SW, Johnston R, Scherring E. editor, QUIS V: Advancing service quality: A global perspective New York: International Service Quality Association; 1996 p. 171-181.

Spake DF, Bishop JS. The impact of perceived closeness on the differing roles of satisfac- tion, trust, commitment, and comfort on intention to remain with a physician. Health Mark Q. 2009; 26(1):1-15. doi: 10.1080/07359680802473281

Torres E, Vásquez-Parraga AZ, Barra C. The path of patient loyalty and the role of doctor reputation. Health Mark Q 2009;26(3):183-197. doi: 10.1080/07359680903263565

Roberge D, Beaulieu MD, Haddad S, Lebeau R, Pineault R. Loyalty to the regular care provi- der: Patients’ and physicians’ views. Fam Pract. 2001;18:53-9. Doi: 10.1093/fampra/18.1.53

Freeman G, Hjortdahl P. What future for continuity of care in general practice? BMJ. 1997;314(7098):1870-3. doi: 10.1136/bmj.314.7098.1870

Naidu GM, Parvatiyar A, Sheth JN, Westgate L. Does relationship marketing pay? An empirical investigation of relationship marketing practices in hospitals. J Bus Res. 1999;46:207-18. doi: 10.1016/S0148-2963(98)00044-7

Zeithaml V, Berry LL, Parasuraman A. The behavioral consequences of service quality. J Mark. 1996;60:31-46. doi: 10.2307/1251929

Pritchard MP, Havitz ME, Howard DR. Analyzing the commitment-loyalty link in service contexts. J Acad Mark Sci. 1999;27(3):333-48.

Cronin JJ, Brady MK, Hult GTM. Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing. 2000;76(2):193-218. doi: 10.1016/S0022-4359(00)00028-2

Brady MK, Robertson CJ. Searching for a consensus on the antecedent role of service quality and satisfaction: an exploratory cross-national study. J Bus Res. 2001;51:53-60. doi: 10.1016/S0148-2963(99)00041-7

Cenzig E, Kirkbir F. Customer perceived value: the development of a multiple item scale in hospitals. Problems and Perspectives in Management. 2007;5(3):252-68.

Han X, Kwortnik RJ, Wang C. Service loyalty: an integrative model and examination across service contexts. J Serv Res. 2008;11(1):22-42.

MacStravic RS. Creating consumer loyalty in healthcare. Chicago: Health Administration Press; 1999.

Reichheld FF. The loyalty effect. Boston: Harvard Business School Press; 1996.

Consell de la Generalitat Valenciana. Decreto 25/2005, (2005 feb 04).

Filip A, Voinea L. Understanding the processes of customer acquisition, customer retention and customer relationship development. International Journal of Economic Practices and Theories. 2012;2(2):62-7.

Mellens M, Dekimpe MG, Steenkamp JBEM. A review of brand-loyalty measures in mar- keting. Tijdschrift voor economie en management. 1996;XLI (4):507-33.

Kotler P, Keller KL. Dirección de marketing. Madrid: Pearson Educación; 2006.

Gummerson E. Total relationship marketing. Oxford: Butterworth-Heinemann; 2008.

Calero R, Gallarza MG. Identi cación de diagnósticos y especialidades con mayor lealtad del paciente como fuente de ventaja competitiva. Horizonte sanitario. 2016;15(3):105-21.

Base de datos compas.

Moliner MA, Callarisa LJ, Rodríguez RM. La explicación del comportamiento de lealtad desde la teoría de la actitud: una aplicación a usuarios de hospitales. In: Asociación Española de Dirección y Economía de la Empresa (aedem) (editors) Decisiones basadas en el conocimiento y en el papel social de la empresa. Palma de Mallorca: Aedem; 2007, p. 13.

Civera M. Análisis de la relación entre calidad y satisfacción en el ámbito hospitalario en función del modelo de gestión establecido [tesis doctoral], [Castellón de la Plana]: Universitat Jaume I; 2008.

Durán SG. La calidad en el servicio como principal delizador en el sector salud. [tesis doctoral]. [Bogotá]: Universidad de La Sabana; 2013.

Riveros J, Berné C. Análisis de la opinión de usuarios sobre calidad percibida y satisfac- ción con hospitales públicos: estudio de caso desde la perspectiva de la aplicación del marketing. Rev Med Chil. 2007;135(7):862-70. doi: 10.4067/S0034-98872007000700006

Carreño R, Nel J. Bioética y universidad: el hospital universitario, ¿público o privado? Rev Cienc Salud. 2007;5(3):91-101.

Esteban IG. Marketing de los servicios. Madrid: ESIC Editorial; 2000.

Rivera J, Arellano R, Molero VM. Conducta del consumidor, estrategias y políticas aplicadas al marketing. Madrid: esic Editorial; 2009.

Allenby G, Fennell A, Bemmaor A, Bhargava V, Christen F, Dawley J, et al. Market segmentation research: beyond within and across group differences. Mark Lett. 2002;13(3):233-43.

Dalrymple DJ, Parsons LS. Marketing management: text and cases. California: Wiley Ed; 1976.

Lovelock CH. Services marketing. New Jersey: Prentice Hall International Editions; 1996.

Chamberlin EH. Product heterogeneity and public policy. Am Econ Rev. 1950;40(2):85-92.

Lambin JJ. Marketing estratégico. Madrid: ESIC Editorial; 2003.

Oliver RL. Whence consumer loyalty? J Mark. 1999; 63:33-44.

Ortigueira Bouzada M, Ortigueira Sánchez M. El sistema sanitario público, sus ser- vicios y sus responsables: creación y pilotaje de su imagen. Cuadernos de Gestión. 2001;1(1):67-103.

Berkowitz EN. Essentials of health care marketing. 3rd ed. Burlington: Jones & Bartlett Learning; 2010.

Query Statistics

Downloads

Download data is not yet available.
Publcation metrics

1130 429




 

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Published articles are solely the authors’ responsibility and do not commit the Editorial Committee nor the Scientific Committee. The copyrights belong to the Revista Ciencias de la Salud, therefore, total or partial reproduction of the published material is forbidden, unless there is a previous authorization.