Bonnici J L
Valdosta State College, School of Business Administration, GA 31698.
Health Mark Q. 1992;9(3-4):143-56. doi: 10.1300/J026v09n03_13.
For an exchange to occur in a commercial setting between a salesperson and a customer is one thing; for an exchange to occur in a health care setting between a physician and a patient is another matter. Traditional marketing exchange literature is mostly concerned about discrete relationships in commercial settings. Such concern has encouraged a narrow view of loyalty toward the customer. This paper borrows ideas from marketing and other related sources, and examines the physician's commitment to the patient, stressing in the process the importance of moral commitment.
在商业环境中，销售人员与顾客之间进行交换是一回事；而在医疗环境中，医生与患者之间进行交换则是另一回事。传统的营销交换文献大多关注商业环境中的离散关系。这种关注导致了对顾客忠诚度的狭隘看法。本文借鉴营销及其他相关领域的观点，审视医生对患者的承诺，在此过程中强调道德承诺的重要性。
