İlişkisel Pazarlama Perspektifinden Hastaların Davranışsal Niyet Öncülleri: Kavramsal Bir Model Önerisi

Year 2019, Volume: 8 Issue: 4, 501 - 509, 31.12.2019

Haydar Hoşgör Emrah Cengiz

Abstract

Rekabetin yaşandığı her sektörde potansiyel
müşterilerin cezbedilmesi ve mevcut müşterilerin elde tutulması oldukça zordur.
Türkiye sağlık hizmetleri sektörü de yoğun rekabetin yaşandığı ve hasta sadakati
sağlamanın diğer hizmet sektörlerine kıyasla daha zor olduğu bir alandır. Bunun
farkında olan profesyonel sağlık yöneticileri hastalarda arzu edilen
davranışsal niyetlerin nasıl geliştirileceği hususunda endişe duyabilmektedirler.
Tam da bu noktada, ilişkisel pazarlamanın, sağlık idarecileri tarafından kullanılan
faydalı ve çağdaş bir yaklaşım olduğu söylenebilir. Dolayısıyla çalışmada hipotetik
bir model oluşturulmuş ve ilişkisel pazarlama perspektifinden sunulmuştur.
Önerilen model; ilişkisel pazarlama stratejileri (algılanan hizmet kalitesi,
fiyat uygunluğu algısı, hastane marka imajı, hasta odaklılık), ilişkisel kalite
unsurları (hasta tatmini, hasta güveni) ve davranışsal niyetler (tavsiye etme
niyeti, tekrar tercih etme niyeti, daha fazla ödeme niyeti) olmak üzere üçlü
bir yapıyı içerir. Konuyla ilgili gelecekte yapılacak olan araştırmalarda bu
modelin devlet, özel ve üniversite hastaneleri örnekleminde kullanılması ulusal
literatürün zenginleşmesine ve tüketici davranışları teorisinin farklı bir
perspektiften yorumlanmasına katkı sağlayabilir. Ayrıca, kendi mülkiyet
türlerine en uygun ilişkisel pazarlama stratejilerini benimseyerek rekabet
avantajı kazanmak isteyen sağlık kurumları için de bu model faydalı olabilir.

Keywords

İlişkisel Pazarlama Stratejileri, Hasta Memnuniyeti, Hasta Güveni, Davranışsal Niyetler, Hasta Sadakati

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