IDEAS home Printed from https://ideas.repec.org/a/zag/market/v21y2009i2p203-218.html
   My bibliography  Save this article

Perceptions among Croatian surgeons of services marketing application to health care organizations

Author

Listed:
  • Đurđana Ozretić Došen

    (Faculty of Economics & Business, University of Zagreb)

  • Vide Bilić

    (Opća bolnica Zabok)

Abstract

This paper deals with the reflections on the problems involved in the marketing of health care services. There are a number of particularities and limitations requiring a creative approach to the application of marketing to health care organizations. The first part of the paper summarizes theoretical contributions on specific characteristics of services marketing in health care. Exploratory research of the perceptions among surgeons of health services marketing, which is described in the second part, provides a useful insight into the possibility of applying marketing to specialist surgical services. Research was conducted among general surgeons employed at Croatian public health care organizations. Results show a discrepancy between the awareness of services marketing and its application to surgical practice. Continuous education is necessary to better acquaint surgeons with services marketing as a business philosophy, which may improve performance in the provision of health services.

Suggested Citation

  • Đurđana Ozretić Došen & Vide Bilić, 2009. "Perceptions among Croatian surgeons of services marketing application to health care organizations," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 21(2), pages 203-218.
    • Handle: RePEc:zag:market:v:21:y:2009:i:2:p:203-218
    as

    Download full text from publisher

    File URL: http://hrcak.srce.hr/file/81065
    Download Restriction: None
    ---><---

    References listed on IDEAS

    as
    1. Andaleeb, Syed Saad, 2001. "Service quality perceptions and patient satisfaction: a study of hospitals in a developing country," Social Science & Medicine, Elsevier, vol. 52(9), pages 1359-1370, May.
    2. Stremersch, Stefan, 2008. "Health and marketing: The emergence of a new field of research," International Journal of Research in Marketing, Elsevier, vol. 25(4), pages 229-233.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Peres, Renana & Muller, Eitan & Mahajan, Vijay, 2010. "Innovation diffusion and new product growth models: A critical review and research directions," International Journal of Research in Marketing, Elsevier, vol. 27(2), pages 91-106.
    2. Runtang Meng & Jingjing Li & Yunquan Zhang & Yong Yu & Yi Luo & Xiaohan Liu & Yanxia Zhao & Yuantao Hao & Ying Hu & Chuanhua Yu, 2018. "Evaluation of Patient and Medical Staff Satisfaction regarding Healthcare Services in Wuhan Public Hospitals," IJERPH, MDPI, vol. 15(4), pages 1-17, April.
    3. Ariff Syah Juhari & Muhammad Awais Bhatti & Shishi Kumar Piaralal, 2016. "Service Quality and Customer Loyalty in Malaysian Islamic Insurance Sector Exploring the mediating effects of Customer Satisfaction," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 6(3), pages 17-36, March.
    4. Hayat Belaid & Ahmed bouchenafa & Abd Elkader Barich & Karima Maazouzi, 2014. "The Quality of Health Services in Bechar Public Hospital Institution," Proceedings of International Academic Conferences 0101005, International Institute of Social and Economic Sciences.
    5. Sushma Rajbanshi & Mohd Noor Norhayati & Nik Hussain Nik Hazlina, 2021. "Perceptions of Good-Quality Antenatal Care and Birthing Services among Postpartum Women in Nepal," IJERPH, MDPI, vol. 18(13), pages 1-13, June.
    6. Bereket Yakob & Busisiwe Purity Ncama, 2016. "Correlates of perceived access and implications for health system strengthening – lessons from HIV/AIDS treatment and care services in Ethiopia," PLOS ONE, Public Library of Science, vol. 11(8), pages 1-19, August.
    7. Minvielle, Etienne & Waelli, Mathias & Sicotte, Claude & Kimberly, John R., 2014. "Managing customization in health care: A framework derived from the services sector literature," Health Policy, Elsevier, vol. 117(2), pages 216-227.
    8. Ajimon George & Jobin Sahadevan, 2019. "A Conceptual Framework of Antecedents of Service Loyalty in Health Care: Patients’ Perspective," IIM Kozhikode Society & Management Review, , vol. 8(1), pages 50-59, January.
    9. Crié, Dominique & Chebat, Jean-Charles, 2013. "Health marketing: Toward an integrative perspective," Journal of Business Research, Elsevier, vol. 66(1), pages 123-126.
    10. Khan Eijaz Ahmed & Quaddus Mohammed, 2015. "Development and Validation of a Scale for Measuring Sustainability Factors of Informal Microenterprises – A Qualitative and Quantitative Approach," Entrepreneurship Research Journal, De Gruyter, vol. 5(4), pages 347-372, October.
    11. Shiju Liao & Xiaoyun Du & Liyin Shen & Minghe Lv, 2021. "Evaluation Method for Urban Public Service Carrying Capacity (UPSCC): A Qualitative–Quantitative Bi-Dimensional Perspective," IJERPH, MDPI, vol. 18(23), pages 1-18, November.
    12. Ángel Fernández Pérez & Ángeles Sánchez Domínguez, 2017. "Los factores no clínicos como determinantes de la satisfacción con el sistema sanitario público en España," FEG Working Paper Series 01/17, Faculty of Economics and Business (University of Granada).
    13. Verniers, Isabel & Stremersch, Stefan & Croux, Christophe, 2011. "The global entry of new pharmaceuticals: A joint investigation of launch window and price," International Journal of Research in Marketing, Elsevier, vol. 28(4), pages 295-308.
    14. Faiza Manzoor & Longbao Wei & Abid Hussain & Muhammad Asif & Syed Irshad Ali Shah, 2019. "Patient Satisfaction with Health Care Services; An Application of Physician’s Behavior as a Moderator," IJERPH, MDPI, vol. 16(18), pages 1-16, September.
    15. Kusum Ailawadi & Tat Chan & Puneet Manchanda & K. Sudhir, 2020. "Introduction to the Special Issue on Marketing Science and Health," Marketing Science, INFORMS, vol. 39(3), pages 459-464, May.
    16. Taufique Joarder & Asha George & Syed Masud Ahmed & Sabina Faiz Rashid & Malabika Sarker, 2017. "What constitutes responsiveness of physicians: A qualitative study in rural Bangladesh," PLOS ONE, Public Library of Science, vol. 12(12), pages 1-19, December.
    17. Nuno Camacho & Bas Donkers & Stefan Stremersch, 2011. "Predictably Non-Bayesian: Quantifying Salience Effects in Physician Learning About Drug Quality," Marketing Science, INFORMS, vol. 30(2), pages 305-320, 03-04.
    18. Qin, Hong & Prybutok, Victor R., 2013. "A quantitative model for patient behavioral decisions in the urgent care industry," Socio-Economic Planning Sciences, Elsevier, vol. 47(1), pages 50-64.
    19. Adela Laura Popa & Naiana Nicoleta Ţarcă & Dinu Vlad Sasu & Simona Aurelia Bodog & Remus Dorel Roşca & Teodora Mihaela Tarcza, 2022. "Exploring Marketing Insights for Healthcare: Trends and Perspectives Based on Literature Investigation," Sustainability, MDPI, vol. 14(17), pages 1-21, August.
    20. Julian Kirchherr & Andrea Urbinati & Kris Hartley, 2023. "Circular economy: A new research field?," Journal of Industrial Ecology, Yale University, vol. 27(5), pages 1239-1251, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zag:market:v:21:y:2009:i:2:p:203-218. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tanja Komarac (email available below). General contact details of provider: https://edirc.repec.org/data/fefzghr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.