Yıl 2019, Cilt 8 , Sayı 4, Sayfalar 501 - 509 2019-12-31

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

Haydar HOŞGÖR [1] , Emrah CENGİZ [2]


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.

İlişkisel Pazarlama Stratejileri, Hasta Memnuniyeti, Hasta Güveni, Davranışsal Niyetler, Hasta Sadakati
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Birincil Dil tr
Konular Sağlık Bilimleri ve Hizmetleri
Bölüm Derlemeler
Yazarlar

Orcid: 0000-0002-1174-1184
Yazar: Haydar HOŞGÖR (Sorumlu Yazar)
Kurum: Şu an çalışmakta olduğum veya bağlı bulunduğum bir kurum mevcut değildir.
Ülke: Turkey


Orcid: 0000-0001-6524-7563
Yazar: Emrah CENGİZ
Kurum: İSTANBUL ÜNİVERSİTESİ, SİYASAL BİLGİLER FAKÜLTESİ
Ülke: Turkey


Tarihler

Yayımlanma Tarihi : 31 Aralık 2019

Bibtex @derleme { gumussagbil549509, journal = {Gümüşhane Üniversitesi Sağlık Bilimleri Dergisi}, issn = {}, eissn = {2146-9954}, address = {}, publisher = {Gümüşhane Üniversitesi}, year = {2019}, volume = {8}, pages = {501 - 509}, doi = {}, title = {İlişkisel Pazarlama Perspektifinden Hastaların Davranışsal Niyet Öncülleri: Kavramsal Bir Model Önerisi}, key = {cite}, author = {HOŞGÖR, Haydar and CENGİZ, Emrah} }
APA HOŞGÖR, H , CENGİZ, E . (2019). İlişkisel Pazarlama Perspektifinden Hastaların Davranışsal Niyet Öncülleri: Kavramsal Bir Model Önerisi. Gümüşhane Üniversitesi Sağlık Bilimleri Dergisi , 8 (4) , 501-509 . Retrieved from https://dergipark.org.tr/tr/pub/gumussagbil/issue/50658/549509
MLA HOŞGÖR, H , CENGİZ, E . "İlişkisel Pazarlama Perspektifinden Hastaların Davranışsal Niyet Öncülleri: Kavramsal Bir Model Önerisi". Gümüşhane Üniversitesi Sağlık Bilimleri Dergisi 8 (2019 ): 501-509 <https://dergipark.org.tr/tr/pub/gumussagbil/issue/50658/549509>
Chicago HOŞGÖR, H , CENGİZ, E . "İlişkisel Pazarlama Perspektifinden Hastaların Davranışsal Niyet Öncülleri: Kavramsal Bir Model Önerisi". Gümüşhane Üniversitesi Sağlık Bilimleri Dergisi 8 (2019 ): 501-509
RIS TY - JOUR T1 - İlişkisel Pazarlama Perspektifinden Hastaların Davranışsal Niyet Öncülleri: Kavramsal Bir Model Önerisi AU - Haydar HOŞGÖR , Emrah CENGİZ Y1 - 2019 PY - 2019 N1 - DO - T2 - Gümüşhane Üniversitesi Sağlık Bilimleri Dergisi JF - Journal JO - JOR SP - 501 EP - 509 VL - 8 IS - 4 SN - -2146-9954 M3 - UR - Y2 - 2019 ER -
EndNote %0 Gümüşhane Üniversitesi Sağlık Bilimleri Dergisi İlişkisel Pazarlama Perspektifinden Hastaların Davranışsal Niyet Öncülleri: Kavramsal Bir Model Önerisi %A Haydar HOŞGÖR , Emrah CENGİZ %T İlişkisel Pazarlama Perspektifinden Hastaların Davranışsal Niyet Öncülleri: Kavramsal Bir Model Önerisi %D 2019 %J Gümüşhane Üniversitesi Sağlık Bilimleri Dergisi %P -2146-9954 %V 8 %N 4 %R %U
ISNAD HOŞGÖR, Haydar , CENGİZ, Emrah . "İlişkisel Pazarlama Perspektifinden Hastaların Davranışsal Niyet Öncülleri: Kavramsal Bir Model Önerisi". Gümüşhane Üniversitesi Sağlık Bilimleri Dergisi 8 / 4 (Aralık 2020): 501-509 .
AMA HOŞGÖR H , CENGİZ E . İlişkisel Pazarlama Perspektifinden Hastaların Davranışsal Niyet Öncülleri: Kavramsal Bir Model Önerisi. Gümüşhane Üniversitesi Sağlık Bilimleri Dergisi. 2019; 8(4): 501-509.
Vancouver HOŞGÖR H , CENGİZ E . İlişkisel Pazarlama Perspektifinden Hastaların Davranışsal Niyet Öncülleri: Kavramsal Bir Model Önerisi. Gümüşhane Üniversitesi Sağlık Bilimleri Dergisi. 2019; 8(4): 509-501.