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

Vargas Perez, Ana Maria; Grijalvo Martin, Maria Mercedes y Mercado Idoeta, Carmelo (2012). Some insights for a relationship marketing model integrating SERVQUAL and customer loyalty in dental clinics. En: "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.

Descripción

Título: Some insights for a relationship marketing model integrating SERVQUAL and customer loyalty in dental clinics
Autor/es:
  • Vargas Perez, Ana Maria
  • Grijalvo Martin, Maria Mercedes
  • Mercado Idoeta, Carmelo
Tipo de Documento: Ponencia en Congreso o Jornada (Artículo)
Título del Evento: 6th International Conference on Industrial Engineering and Industrial Management. XVI Congreso de Ingeniería de Organización
Fechas del Evento: 18/07/2012 - 20/07/2012
Lugar del Evento: Vigo, Spain
Título del Libro: 6th International Conference on Industrial Engineering and Industrial Management. XVI Congreso de Ingeniería de Organización
Fecha: 2012
Materias:
Palabras Clave Informales: Relationship Marketing; SERVQUAL; Customer Loyalty; Fuzzy Logic, Dental Clinic
Escuela: E.T.S.I. Industriales (UPM)
Departamento: Ingeniería de Organización, Administración de Empresas y Estadística
Licencias Creative Commons: Reconocimiento - Sin obra derivada - No comercial

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Resumen

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.

Más información

ID de Registro: 19764
Identificador DC: http://oa.upm.es/19764/
Identificador OAI: oai:oa.upm.es:19764
Depositado por: Memoria Investigacion
Depositado el: 15 Feb 2014 11:33
Ultima Modificación: 21 Abr 2016 21:07
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