Kemp Elyria, Poole Sonja Martin
a Department of Management & Marketing, College of Business Administration , University of New Orleans , New Orleans , Louisiana , USA.
b School of Management , University of San Francisco , San Francisco , California , USA.
Health Mark Q. 2017 Apr-Jun;34(2):113-127. doi: 10.1080/07359683.2017.1309210. Epub 2017 Apr 28.
Building relationships with patients to create patient-centered care is critical to the success of health care organizations. A core element in relationships is commitment. Commitment may be based on affect and emotions, perceived costs, and even obligation. This research proposes that three types of commitment-affective, continuance, and normative commitment-differentially impact consumer purchase loyalty, attitudinal loyalty, and advocacy for a health care provider. To examine the impact of commitment type on consumer relationships, exploratory data were garnered and surveys were administered. Findings are discussed and implications for health care marketing managers in developing successful relationships with consumers are delineated.
与患者建立关系以提供以患者为中心的护理对于医疗保健组织的成功至关重要。关系中的一个核心要素是承诺。承诺可能基于情感、感知成本，甚至义务。本研究提出，三种类型的承诺——情感承诺、持续承诺和规范承诺——对消费者购买忠诚度、态度忠诚度以及对医疗服务提供者的推荐有着不同的影响。为了检验承诺类型对消费者关系的影响，我们收集了探索性数据并进行了调查。本文讨论了研究结果，并阐述了对医疗保健营销经理在与消费者建立成功关系方面的启示。
