Influence of Relationship Marketing on Patients’ Decision in Selection of Eye Hospitals – Is It Ethical?
34 Pages Posted: 30 May 2019
Date Written: May 29, 2019
Abstract
The purpose of this study is to understand and analyse the factors influencing patients’ decision in selecting the Eye Hospital or ophthalmology segment. The decision is taken by referrals that the patient receives from the General practitioner. This is solely on the basis of the relationship between the patient and the General practitioner. Relationship marketing is a way of attracting and developing the relationships with customers, Berry (1983, p. 25). The aim of relationship marketing is to build relationships that are long term and satisfying to both parties, the buyer and the supplier, (Gro¨nroos, 1994; Kotler, 2000). In the Service sector, Service organisations have the potential to increase their market share in different ways. Attract new customers, engage existing customers, and help existing customers to save on cost, (Berry, 1995).
The study was conducted to understand the influence of relationship marketing on the decision that the patient takes for choosing an eye hospital for the treatment. The attempt is also made to understand if it is ethical for the patient to go by the reference provided by the general practitioner. The sample size comprised of 152 patients. A structured questionnaire was circulated through google consisting seven point Likert scale to understand the factors influencing decision of patients. SPSS and Principle Component Analysis is used for factor analysis. The findings reveal that reputation of the surgeon, overall appearance and layout of hospital and reference by friends and relatives play a vital role in influencing the decision of the patient in choosing the eye hospital.
Keywords: relationship marketing, references, eye hospital, patient.
Suggested Citation: Suggested Citation