Attractive or not? That is the question! Marketing mix as a tool for analysis in unplanned conglomerate of health services from the consumers' perspective

Detalhes bibliográficos
Autor(a) principal: Campos, Juliana Alves
Data de Publicação: 2022
Outros Autores: Silva, Rosângela Sarmento, Olave, Maria Elena Leon, Carvalho, Agair Juliete Cavalcante
Tipo de documento: Artigo
Idioma: por
Título da fonte: Research, Society and Development
Texto Completo: https://rsdjournal.org/index.php/rsd/article/view/26411
Resumo: The objective of this article is to analyze the attractiveness of an unplanned cluster of health services, from the perspective of cluster theory and the marketing mix (product, price, place, promotion, processes, people and physical evidence). To achieve this purpose, it was decided to produce an exploratory research, of a quantitative nature, through interviews with closed questions, carried out with users of health services, in Aracaju, Sergipe. Logistic regression was chosen to analyze the research data and the IBM SPSS software was used to process the data. The results of the study showed that of the seven constructs, components of the service marketing mix, only two are not considered relevant to the attractiveness of the researched cluster: promotion and people. The study serves as a guideline for managers of companies that belong to these clusters to develop strategies appropriate to their reality, thus obtaining a competitive advantage over their competitors.
id UNIFEI_162659c6f680413a612d886d4cc04f90
oai_identifier_str oai:ojs.pkp.sfu.ca:article/26411
network_acronym_str UNIFEI
network_name_str Research, Society and Development
repository_id_str
spelling Attractive or not? That is the question! Marketing mix as a tool for analysis in unplanned conglomerate of health services from the consumers' perspective¿Atractivo o no? ¡Esa es la cuestión! El mix de marketing como herramienta de análisis en conglomerados no planificados de servicios de salud desde la perspectiva del consumidorAtrativo ou não? Eis a questão! Mix de marketing como ferramenta de análise em aglomerados não planejados de serviços de saúde sob a perspectiva dos consumidoresAtratividadeAglomerados não planejadosTeoria do clusterMarketing de serviços.AtractivoClústeres no planificadosTeoría de clústeresComercialización de servicios.AttractivenessUnplanned clustersCluster theoryServices marketing.The objective of this article is to analyze the attractiveness of an unplanned cluster of health services, from the perspective of cluster theory and the marketing mix (product, price, place, promotion, processes, people and physical evidence). To achieve this purpose, it was decided to produce an exploratory research, of a quantitative nature, through interviews with closed questions, carried out with users of health services, in Aracaju, Sergipe. Logistic regression was chosen to analyze the research data and the IBM SPSS software was used to process the data. The results of the study showed that of the seven constructs, components of the service marketing mix, only two are not considered relevant to the attractiveness of the researched cluster: promotion and people. The study serves as a guideline for managers of companies that belong to these clusters to develop strategies appropriate to their reality, thus obtaining a competitive advantage over their competitors.El objetivo de este artículo es analizar el atractivo de un conglomerado no planificado de servicios de salud, desde la perspectiva de la teoría del clúster y del marketing mix (producto, precio, plaza, promoción, procesos, personas y evidencia física). Para lograr este propósito, se decidió producir una investigación exploratoria, de carácter cuantitativo, a través de entrevistas con preguntas cerradas, realizadas con usuarios de los servicios de salud, en Aracaju, Sergipe. Se eligió la regresión logística para analizar los datos de la investigación y se utilizó el software IBM SPSS para procesar los datos. Los resultados del estudio mostraron que de los siete constructos, componentes de la mezcla de marketing de servicios, solo dos no se consideran relevantes para el atractivo del clúster investigado: promoción y personas. El estudio sirve de guía para que los directivos de las empresas pertenecientes a estos clusters desarrollen estrategias adecuadas a su realidad, obteniendo así una ventaja competitiva frente a sus competidores.O objetivo deste artigo é analisar a atratividade de um aglomerado não planejado de serviço de saúde, sob a ótica da teoria do cluster e do mix do marketing (produto, preço, praça, promoção, processos, pessoas e evidências físicas). Para alcançar tal propósito, optou-se por produzir uma pesquisa exploratória, de natureza quantitativa, por meio de entrevistas com questões fechadas, realizadas com usuários dos serviços de saúde, em Aracaju, Sergipe. A regressão logística foi escolhida para análise dos dados da pesquisa e o software IBM SPSS foi utilizado para tratamento dos dados. Os resultados do estudo apontaram que dos sete construtos, componentes do mix de marketing de serviços, apenas dois não são considerados relevantes para a atratividade do aglomerado pesquisado: promoção e pessoas. O estudo serve como direcionamento para que os gestores de empresas que pertencem a esses aglomerados possam desenvolver estratégias adequadas à sua realidade, obtendo assim vantagem competitiva ante seus concorrentes.Research, Society and Development2022-03-23info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://rsdjournal.org/index.php/rsd/article/view/2641110.33448/rsd-v11i4.26411Research, Society and Development; Vol. 11 No. 4; e44111426411Research, Society and Development; Vol. 11 Núm. 4; e44111426411Research, Society and Development; v. 11 n. 4; e441114264112525-3409reponame:Research, Society and Developmentinstname:Universidade Federal de Itajubá (UNIFEI)instacron:UNIFEIporhttps://rsdjournal.org/index.php/rsd/article/view/26411/24076Copyright (c) 2022 Juliana Alves Campos; Rosângela Sarmento Silva; Maria Elena Leon Olave; Agair Juliete Cavalcante Carvalhohttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessCampos, Juliana Alves Silva, Rosângela Sarmento Olave, Maria Elena Leon Carvalho, Agair Juliete Cavalcante 2022-03-27T17:17:09Zoai:ojs.pkp.sfu.ca:article/26411Revistahttps://rsdjournal.org/index.php/rsd/indexPUBhttps://rsdjournal.org/index.php/rsd/oairsd.articles@gmail.com2525-34092525-3409opendoar:2024-01-17T09:44:28.107776Research, Society and Development - Universidade Federal de Itajubá (UNIFEI)false
dc.title.none.fl_str_mv Attractive or not? That is the question! Marketing mix as a tool for analysis in unplanned conglomerate of health services from the consumers' perspective
¿Atractivo o no? ¡Esa es la cuestión! El mix de marketing como herramienta de análisis en conglomerados no planificados de servicios de salud desde la perspectiva del consumidor
Atrativo ou não? Eis a questão! Mix de marketing como ferramenta de análise em aglomerados não planejados de serviços de saúde sob a perspectiva dos consumidores
title Attractive or not? That is the question! Marketing mix as a tool for analysis in unplanned conglomerate of health services from the consumers' perspective
spellingShingle Attractive or not? That is the question! Marketing mix as a tool for analysis in unplanned conglomerate of health services from the consumers' perspective
Campos, Juliana Alves
Atratividade
Aglomerados não planejados
Teoria do cluster
Marketing de serviços.
Atractivo
Clústeres no planificados
Teoría de clústeres
Comercialización de servicios.
Attractiveness
Unplanned clusters
Cluster theory
Services marketing.
title_short Attractive or not? That is the question! Marketing mix as a tool for analysis in unplanned conglomerate of health services from the consumers' perspective
title_full Attractive or not? That is the question! Marketing mix as a tool for analysis in unplanned conglomerate of health services from the consumers' perspective
title_fullStr Attractive or not? That is the question! Marketing mix as a tool for analysis in unplanned conglomerate of health services from the consumers' perspective
title_full_unstemmed Attractive or not? That is the question! Marketing mix as a tool for analysis in unplanned conglomerate of health services from the consumers' perspective
title_sort Attractive or not? That is the question! Marketing mix as a tool for analysis in unplanned conglomerate of health services from the consumers' perspective
author Campos, Juliana Alves
author_facet Campos, Juliana Alves
Silva, Rosângela Sarmento
Olave, Maria Elena Leon
Carvalho, Agair Juliete Cavalcante
author_role author
author2 Silva, Rosângela Sarmento
Olave, Maria Elena Leon
Carvalho, Agair Juliete Cavalcante
author2_role author
author
author
dc.contributor.author.fl_str_mv Campos, Juliana Alves
Silva, Rosângela Sarmento
Olave, Maria Elena Leon
Carvalho, Agair Juliete Cavalcante
dc.subject.por.fl_str_mv Atratividade
Aglomerados não planejados
Teoria do cluster
Marketing de serviços.
Atractivo
Clústeres no planificados
Teoría de clústeres
Comercialización de servicios.
Attractiveness
Unplanned clusters
Cluster theory
Services marketing.
topic Atratividade
Aglomerados não planejados
Teoria do cluster
Marketing de serviços.
Atractivo
Clústeres no planificados
Teoría de clústeres
Comercialización de servicios.
Attractiveness
Unplanned clusters
Cluster theory
Services marketing.
description The objective of this article is to analyze the attractiveness of an unplanned cluster of health services, from the perspective of cluster theory and the marketing mix (product, price, place, promotion, processes, people and physical evidence). To achieve this purpose, it was decided to produce an exploratory research, of a quantitative nature, through interviews with closed questions, carried out with users of health services, in Aracaju, Sergipe. Logistic regression was chosen to analyze the research data and the IBM SPSS software was used to process the data. The results of the study showed that of the seven constructs, components of the service marketing mix, only two are not considered relevant to the attractiveness of the researched cluster: promotion and people. The study serves as a guideline for managers of companies that belong to these clusters to develop strategies appropriate to their reality, thus obtaining a competitive advantage over their competitors.
publishDate 2022
dc.date.none.fl_str_mv 2022-03-23
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://rsdjournal.org/index.php/rsd/article/view/26411
10.33448/rsd-v11i4.26411
url https://rsdjournal.org/index.php/rsd/article/view/26411
identifier_str_mv 10.33448/rsd-v11i4.26411
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://rsdjournal.org/index.php/rsd/article/view/26411/24076
dc.rights.driver.fl_str_mv https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Research, Society and Development
publisher.none.fl_str_mv Research, Society and Development
dc.source.none.fl_str_mv Research, Society and Development; Vol. 11 No. 4; e44111426411
Research, Society and Development; Vol. 11 Núm. 4; e44111426411
Research, Society and Development; v. 11 n. 4; e44111426411
2525-3409
reponame:Research, Society and Development
instname:Universidade Federal de Itajubá (UNIFEI)
instacron:UNIFEI
instname_str Universidade Federal de Itajubá (UNIFEI)
instacron_str UNIFEI
institution UNIFEI
reponame_str Research, Society and Development
collection Research, Society and Development
repository.name.fl_str_mv Research, Society and Development - Universidade Federal de Itajubá (UNIFEI)
repository.mail.fl_str_mv rsd.articles@gmail.com
_version_ 1797052793180127232

Registros relacionados