The influence of branding and communication on the perception of value: a study from the perspective of medical tourism services

Detalhes bibliográficos
Autor(a) principal: Sousa, Bruno
Data de Publicação: 2023
Outros Autores: Alves, Gisela
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/11110/2565
Resumo: The practice of healthcare management and medical tourism depends on successfully informing potential patients about procedure options, service excellence, treatment facilities, tourism opportunities, travel benefits and destination choice. Emerging perspectives explored include targeting profitable customers, using the strongest possible strategies for customer bonding, marketing to employees and other stakeholders, and building trust as a marketing tool in healthcare management and medical tourism contexts. Patient satisfaction appears to play an important mediating role in increasing the strength of the association between healthcare quality and patient trust in healthcare service provider (service excellence). The main purpose of this study is to analyse how relationship marketing relates to other relevant variables in consumer’s behaviour applied to healthcare management and medical tourism contexts. A theoretical model is developed specifying antecedents of satisfaction and loyalty in healthcare management and medical tourism contexts.
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spelling The influence of branding and communication on the perception of value: a study from the perspective of medical tourism servicesHealthcare managementmedical tourismservicerelational marketingThe practice of healthcare management and medical tourism depends on successfully informing potential patients about procedure options, service excellence, treatment facilities, tourism opportunities, travel benefits and destination choice. Emerging perspectives explored include targeting profitable customers, using the strongest possible strategies for customer bonding, marketing to employees and other stakeholders, and building trust as a marketing tool in healthcare management and medical tourism contexts. Patient satisfaction appears to play an important mediating role in increasing the strength of the association between healthcare quality and patient trust in healthcare service provider (service excellence). The main purpose of this study is to analyse how relationship marketing relates to other relevant variables in consumer’s behaviour applied to healthcare management and medical tourism contexts. A theoretical model is developed specifying antecedents of satisfaction and loyalty in healthcare management and medical tourism contexts.2023-03-062023-03-06T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articlehttp://hdl.handle.net/11110/2565http://hdl.handle.net/11110/2565engmetadata only accessinfo:eu-repo/semantics/openAccessSousa, BrunoAlves, Giselareponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-03-09T04:40:27Zoai:ciencipca.ipca.pt:11110/2565Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T17:10:55.515009Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The influence of branding and communication on the perception of value: a study from the perspective of medical tourism services
title The influence of branding and communication on the perception of value: a study from the perspective of medical tourism services
spellingShingle The influence of branding and communication on the perception of value: a study from the perspective of medical tourism services
Sousa, Bruno
Healthcare management
medical tourism
service
relational marketing
title_short The influence of branding and communication on the perception of value: a study from the perspective of medical tourism services
title_full The influence of branding and communication on the perception of value: a study from the perspective of medical tourism services
title_fullStr The influence of branding and communication on the perception of value: a study from the perspective of medical tourism services
title_full_unstemmed The influence of branding and communication on the perception of value: a study from the perspective of medical tourism services
title_sort The influence of branding and communication on the perception of value: a study from the perspective of medical tourism services
author Sousa, Bruno
author_facet Sousa, Bruno
Alves, Gisela
author_role author
author2 Alves, Gisela
author2_role author
dc.contributor.author.fl_str_mv Sousa, Bruno
Alves, Gisela
dc.subject.por.fl_str_mv Healthcare management
medical tourism
service
relational marketing
topic Healthcare management
medical tourism
service
relational marketing
description The practice of healthcare management and medical tourism depends on successfully informing potential patients about procedure options, service excellence, treatment facilities, tourism opportunities, travel benefits and destination choice. Emerging perspectives explored include targeting profitable customers, using the strongest possible strategies for customer bonding, marketing to employees and other stakeholders, and building trust as a marketing tool in healthcare management and medical tourism contexts. Patient satisfaction appears to play an important mediating role in increasing the strength of the association between healthcare quality and patient trust in healthcare service provider (service excellence). The main purpose of this study is to analyse how relationship marketing relates to other relevant variables in consumer’s behaviour applied to healthcare management and medical tourism contexts. A theoretical model is developed specifying antecedents of satisfaction and loyalty in healthcare management and medical tourism contexts.
publishDate 2023
dc.date.none.fl_str_mv 2023-03-06
2023-03-06T00:00:00Z
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dc.identifier.uri.fl_str_mv http://hdl.handle.net/11110/2565
http://hdl.handle.net/11110/2565
url http://hdl.handle.net/11110/2565
dc.language.iso.fl_str_mv eng
language eng
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