Ponzurick T G, France K R, Logar C M
Department of Marketing, West Virginia University, Morgantown 26506, USA.
J Hosp Mark. 1998;12(2):95-111. doi: 10.1300/J043v12n02_07.
Customer satisfaction literature has contributed significantly to the development of marketing strategies in the health-care arena. The research has led to the development of hospital-driven relationship marketing programs. This study examines the inclusion of referring physicians as partners in the hospital's relationship marketing program. In exploring this relationship, medical and hospital facility characteristics that referring physicians find important in making patient referrals to specialty care hospitals are identified and analyzed. The results lead to the development of strategic initiatives which hospital marketers should consider when developing relationship marketing programs designed to satisfy their referring physicians.
顾客满意度文献对医疗保健领域营销策略的发展做出了重大贡献。该研究促成了医院主导的关系营销项目的发展。本研究考察了将转诊医生纳入医院关系营销项目中作为合作伙伴的情况。在探究这种关系时，确定并分析了转诊医生在向专科医院转诊患者时认为重要的医疗和医院设施特征。研究结果促成了一些战略举措的制定，医院营销人员在制定旨在满足转诊医生需求的关系营销项目时应考虑这些举措。
