Crane F G, Lynch J E
J Health Care Mark. 1988 Sep;8(3):16-9.
If health care marketers can understand the criteria consumers use to evaluate them and can identify which cues are used to assess those criteria, they will be better able to manage and influence the consumers' evaluations and perceptions of their service offering. In an exploratory study, the authors examine the criteria and cues used by consumers in selecting physicians and dentists. Competence and courtesy are found to be the most important criteria. Personal referral cues emerge as often determinant in the initial selection of physicians and dentists. The actual interactive nature of the service encounter, however, determines continued consumer patronage.
如果医疗保健营销人员能够理解消费者用于评估他们的标准，并能够确定用于评估这些标准的线索，他们将能够更好地管理和影响消费者对其服务产品的评估和看法。在一项探索性研究中，作者研究了消费者在选择医生和牙医时使用的标准和线索。发现能力和礼貌是最重要的标准。个人推荐线索往往在最初选择医生和牙医时起决定性作用。然而，服务接触的实际互动性质决定了消费者是否会继续光顾。
