Some insights for a relationship marketing model integrating SERVQUAL and customer loyalty in dental clinics

Vargas Perez, Ana Maria and Grijalvo Martin, Maria Mercedes and Mercado Idoeta, Carmelo (2012). Some insights for a relationship marketing model integrating SERVQUAL and customer loyalty in dental clinics. In: "6th International Conference on Industrial Engineering and Industrial Management. XVI Congreso de Ingeniería de Organización", 18/07/2012 - 20/07/2012, Vigo, Spain. pp. 653-660.

Description

Title: Some insights for a relationship marketing model integrating SERVQUAL and customer loyalty in dental clinics
Author/s:
  • Vargas Perez, Ana Maria
  • Grijalvo Martin, Maria Mercedes
  • Mercado Idoeta, Carmelo
Item Type: Presentation at Congress or Conference (Article)
Event Title: 6th International Conference on Industrial Engineering and Industrial Management. XVI Congreso de Ingeniería de Organización
Event Dates: 18/07/2012 - 20/07/2012
Event Location: Vigo, Spain
Title of Book: 6th International Conference on Industrial Engineering and Industrial Management. XVI Congreso de Ingeniería de Organización
Date: 2012
Subjects:
Freetext Keywords: Relationship Marketing; SERVQUAL; Customer Loyalty; Fuzzy Logic, Dental Clinic
Faculty: E.T.S.I. Industriales (UPM)
Department: Ingeniería de Organización, Administración de Empresas y Estadística
Creative Commons Licenses: Recognition - No derivative works - Non commercial

Full text

[img]
Preview
PDF - Requires a PDF viewer, such as GSview, Xpdf or Adobe Acrobat Reader
Download (129kB) | Preview

Abstract

The demand of new services, the emergence of new business models, insufficient innovation, underestimation of customer loyalty and reluctance to adopt new management are evidence of the deficiencies and the lack of research about the relations between patients and dental clinics. In this article we propose the structure of a model of Relationship Marketing (RM) in the dental clinic that integrates information from SERVQUAL, Customer Loyalty (CL) and activities of RM and combines the vision of dentist and patient. The first pilot study on dentists showed that: they recognize the value of maintaining better patients however they don't perform RM actions to retain them. They have databases of patients but not sophisticated enough as compared to RM tools. They perceive that the patients value "Assurance" and "Empathy" (two dimensions of service quality). Finally, they indicate that a loyal patient not necessarily pays more by the service. The proposed model will be validated using Fuzzy Logic simulation and the ultimate goal of this research line is contributing a new definition of CL.

More information

Item ID: 19764
DC Identifier: http://oa.upm.es/19764/
OAI Identifier: oai:oa.upm.es:19764
Deposited by: Memoria Investigacion
Deposited on: 15 Feb 2014 11:33
Last Modified: 21 Apr 2016 21:07
  • Logo InvestigaM (UPM)
  • Logo GEOUP4
  • Logo Open Access
  • Open Access
  • Logo Sherpa/Romeo
    Check whether the anglo-saxon journal in which you have published an article allows you to also publish it under open access.
  • Logo Dulcinea
    Check whether the spanish journal in which you have published an article allows you to also publish it under open access.
  • Logo de Recolecta
  • Logo del Observatorio I+D+i UPM
  • Logo de OpenCourseWare UPM