Mix de marketing como fator de atratividade em serviços de saúde
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Trabalho de conclusão de curso |
Idioma: | por |
Título da fonte: | Repositório Institucional da UFS |
Texto Completo: | https://ri.ufs.br/jspui/handle/riufs/15122 |
Resumo: | This study aimed to identify, based on the 5 Ps of Marketing: services, conditions, price, service and location by Mason, Mayer and Wilkinson (1993), which factors attract consumers to go to two clinics in the city of Aracaju – SE. To achieve this objective, the method used to develop this research was a descriptive study. An interview script was applied to consumers who already had experience of the services of the two clinics in the health area, both located in Aracaju-Se. The survey was applied virtually and obtained 254 respondents, this sampling being non-probabilistic. The main results of this research found that the five elements of the marketing mix that were addressed in this work contribute to the influence of consumer attractiveness in the clinics under study, as well as evidenced that both clinics have the same attractiveness factors, that is, these understand how important it is to adopt tools that promote a differential in the services provided to their consumers, and thus obtain better competitive advantages. It was possible to conclude through the tool Net Promoter Score (NPS), the levels of customer satisfaction regarding the 5 Ps of the Marketing Mix applied in the clinics studied, this tool showed how important it is for companies to analyze the profile of the target audience , a fact that led the company to understand that what promotes the attractiveness of health services to its target audience are the differentials that companies add to the service or product. In addition, the negative observable effects were highlighted, identified through detracting variables, which are those that need to improve their strategies, thus aiming to serve their target audience more satisfactorily. Furthermore, the research shows how customers can be attracted through the inclusion of new marketing strategies, as indicated by the promoting variables. |
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Nascimento, Eryca de Jesus GonzagaSilva, Rosângela Sarmento2022-03-14T14:54:49Z2022-03-14T14:54:49Z2021-11-18Nascimento, Eryca de Jesus Gonzaga. Mix de marketing como fator de atratividade em serviços de saúde. São Cristóvão, 2021. Monografia (graduação em Administração) – Departamento de Administração, Centro de Ciências Sociais Aplicadas, Universidade Federal de Sergipe, São Cristóvão, SE, 2021https://ri.ufs.br/jspui/handle/riufs/15122This study aimed to identify, based on the 5 Ps of Marketing: services, conditions, price, service and location by Mason, Mayer and Wilkinson (1993), which factors attract consumers to go to two clinics in the city of Aracaju – SE. To achieve this objective, the method used to develop this research was a descriptive study. An interview script was applied to consumers who already had experience of the services of the two clinics in the health area, both located in Aracaju-Se. The survey was applied virtually and obtained 254 respondents, this sampling being non-probabilistic. The main results of this research found that the five elements of the marketing mix that were addressed in this work contribute to the influence of consumer attractiveness in the clinics under study, as well as evidenced that both clinics have the same attractiveness factors, that is, these understand how important it is to adopt tools that promote a differential in the services provided to their consumers, and thus obtain better competitive advantages. It was possible to conclude through the tool Net Promoter Score (NPS), the levels of customer satisfaction regarding the 5 Ps of the Marketing Mix applied in the clinics studied, this tool showed how important it is for companies to analyze the profile of the target audience , a fact that led the company to understand that what promotes the attractiveness of health services to its target audience are the differentials that companies add to the service or product. In addition, the negative observable effects were highlighted, identified through detracting variables, which are those that need to improve their strategies, thus aiming to serve their target audience more satisfactorily. Furthermore, the research shows how customers can be attracted through the inclusion of new marketing strategies, as indicated by the promoting variables.O presente trabalho teve como objetivo geral identificar com base nos 5 Ps do Marketing: serviços, condições, preço, atendimento e localização de Mason, Mayer e Wilkinson (1993), quais fatores atraem os consumidores para irem em duas clínicas na cidade de Aracaju – SE. Para alcançar tal objetivo, o método utilizado para desenvolver esta pesquisa foi um estudo de cunho descritivo. Foi aplicado um roteiro de entrevista aos consumidores que já tiveram experiência dos serviços das duas clínicas da área de saúde, ambas situadas em Aracaju-Se. A pesquisa foi aplicada de forma virtual e obteve 254 respondentes, sendo esta amostragem não-probabilística. Os principais resultados desta pesquisa constataram que os cinco elementos do composto de marketing que foram abordados neste trabalho contribuem para a influência da atratividade do consumidor as clínicas em estudo, bem como evidenciou que ambas as clínicas possuem os mesmos fatores de atratividade, ou seja, estas entendem o quanto é importante adotar ferramentas que promovam um diferencial quanto aos serviços prestado aos seus consumidores, e assim obter melhores vantagens competitivas. Foi possível concluir por meio da ferramenta Net Promoter Score (NPS), os níveis de satisfação do cliente quanto aos 5 Ps do Mix de Marketing aplicados nas clínicas estudadas, esta ferramenta evidenciou o quanto é importante para as empresas analisar o perfil do público-alvo, fato que levou a empresa a compreender que o que promove a atratividade dos serviços de saúde ao seu público-alvo são os diferenciais que as empresas agregam ao serviço ou produto. Além disso, destacou-se os efeitos observáveis negativos, identificados através das variáveis detratoras, que são as que precisam melhorar suas estratégias, visando, assim, atender ao seu público alvo de forma mais satisfatória. Ademais, a pesquisa aponta o quão os clientes podem ser atraídos por meio da inclusão de novas estratégias de marketing, conforme o apontamento das variáveis promotoras.São Cristóvão, SEporAdministraçãoEnsino de administraçãoMarketing de serviçoServiços de saúdeNet promoter ScoreService marketing mixAttractiveness of health servicesCIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESASMix de marketing como fator de atratividade em serviços de saúdeinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/bachelorThesisUniversidade Federal de SergipeDAD - Departamento de Administração – São Cristóvão - Presencialreponame:Repositório Institucional da UFSinstname:Universidade Federal de Sergipe (UFS)instacron:UFSinfo:eu-repo/semantics/openAccessLICENSElicense.txtlicense.txttext/plain; charset=utf-81475https://ri.ufs.br/jspui/bitstream/riufs/15122/1/license.txt098cbbf65c2c15e1fb2e49c5d306a44cMD51ORIGINALEryca_Jesus_Gonzaga_Nascimento.pdfEryca_Jesus_Gonzaga_Nascimento.pdfapplication/pdf1632920https://ri.ufs.br/jspui/bitstream/riufs/15122/2/Eryca_Jesus_Gonzaga_Nascimento.pdfae5c109be1340730c5cf6a4f2177a66cMD52TEXTEryca_Jesus_Gonzaga_Nascimento.pdf.txtEryca_Jesus_Gonzaga_Nascimento.pdf.txtExtracted texttext/plain147495https://ri.ufs.br/jspui/bitstream/riufs/15122/3/Eryca_Jesus_Gonzaga_Nascimento.pdf.txt4d83c042de7cbb943a503559be29cfaaMD53THUMBNAILEryca_Jesus_Gonzaga_Nascimento.pdf.jpgEryca_Jesus_Gonzaga_Nascimento.pdf.jpgGenerated Thumbnailimage/jpeg1157https://ri.ufs.br/jspui/bitstream/riufs/15122/4/Eryca_Jesus_Gonzaga_Nascimento.pdf.jpg58fe816572180f4f25caa4184b286c77MD54riufs/151222022-03-14 11:54:49.533oai:ufs.br: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Repositório InstitucionalPUBhttps://ri.ufs.br/oai/requestrepositorio@academico.ufs.bropendoar:2022-03-14T14:54:49Repositório Institucional da UFS - Universidade Federal de Sergipe (UFS)false |
dc.title.pt_BR.fl_str_mv |
Mix de marketing como fator de atratividade em serviços de saúde |
title |
Mix de marketing como fator de atratividade em serviços de saúde |
spellingShingle |
Mix de marketing como fator de atratividade em serviços de saúde Nascimento, Eryca de Jesus Gonzaga Administração Ensino de administração Marketing de serviço Serviços de saúde Net promoter Score Service marketing mix Attractiveness of health services CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS |
title_short |
Mix de marketing como fator de atratividade em serviços de saúde |
title_full |
Mix de marketing como fator de atratividade em serviços de saúde |
title_fullStr |
Mix de marketing como fator de atratividade em serviços de saúde |
title_full_unstemmed |
Mix de marketing como fator de atratividade em serviços de saúde |
title_sort |
Mix de marketing como fator de atratividade em serviços de saúde |
author |
Nascimento, Eryca de Jesus Gonzaga |
author_facet |
Nascimento, Eryca de Jesus Gonzaga |
author_role |
author |
dc.contributor.author.fl_str_mv |
Nascimento, Eryca de Jesus Gonzaga |
dc.contributor.advisor1.fl_str_mv |
Silva, Rosângela Sarmento |
contributor_str_mv |
Silva, Rosângela Sarmento |
dc.subject.por.fl_str_mv |
Administração Ensino de administração Marketing de serviço Serviços de saúde |
topic |
Administração Ensino de administração Marketing de serviço Serviços de saúde Net promoter Score Service marketing mix Attractiveness of health services CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS |
dc.subject.eng.fl_str_mv |
Net promoter Score Service marketing mix Attractiveness of health services |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS |
description |
This study aimed to identify, based on the 5 Ps of Marketing: services, conditions, price, service and location by Mason, Mayer and Wilkinson (1993), which factors attract consumers to go to two clinics in the city of Aracaju – SE. To achieve this objective, the method used to develop this research was a descriptive study. An interview script was applied to consumers who already had experience of the services of the two clinics in the health area, both located in Aracaju-Se. The survey was applied virtually and obtained 254 respondents, this sampling being non-probabilistic. The main results of this research found that the five elements of the marketing mix that were addressed in this work contribute to the influence of consumer attractiveness in the clinics under study, as well as evidenced that both clinics have the same attractiveness factors, that is, these understand how important it is to adopt tools that promote a differential in the services provided to their consumers, and thus obtain better competitive advantages. It was possible to conclude through the tool Net Promoter Score (NPS), the levels of customer satisfaction regarding the 5 Ps of the Marketing Mix applied in the clinics studied, this tool showed how important it is for companies to analyze the profile of the target audience , a fact that led the company to understand that what promotes the attractiveness of health services to its target audience are the differentials that companies add to the service or product. In addition, the negative observable effects were highlighted, identified through detracting variables, which are those that need to improve their strategies, thus aiming to serve their target audience more satisfactorily. Furthermore, the research shows how customers can be attracted through the inclusion of new marketing strategies, as indicated by the promoting variables. |
publishDate |
2021 |
dc.date.issued.fl_str_mv |
2021-11-18 |
dc.date.accessioned.fl_str_mv |
2022-03-14T14:54:49Z |
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2022-03-14T14:54:49Z |
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info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/bachelorThesis |
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bachelorThesis |
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publishedVersion |
dc.identifier.citation.fl_str_mv |
Nascimento, Eryca de Jesus Gonzaga. Mix de marketing como fator de atratividade em serviços de saúde. São Cristóvão, 2021. Monografia (graduação em Administração) – Departamento de Administração, Centro de Ciências Sociais Aplicadas, Universidade Federal de Sergipe, São Cristóvão, SE, 2021 |
dc.identifier.uri.fl_str_mv |
https://ri.ufs.br/jspui/handle/riufs/15122 |
identifier_str_mv |
Nascimento, Eryca de Jesus Gonzaga. Mix de marketing como fator de atratividade em serviços de saúde. São Cristóvão, 2021. Monografia (graduação em Administração) – Departamento de Administração, Centro de Ciências Sociais Aplicadas, Universidade Federal de Sergipe, São Cristóvão, SE, 2021 |
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https://ri.ufs.br/jspui/handle/riufs/15122 |
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Universidade Federal de Sergipe |
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DAD - Departamento de Administração – São Cristóvão - Presencial |
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