Relationship marketing orientation in healthcare organisations with the AHP method. Internal and external customer perspective

• Autorzy: Ersoy Yusuf , Tehci Ali

Identyfikatory

DOI

10.37190/ord230103

• Języki publikacji: EN

Abstrakty

EN

Adopting the relationship marketing approach in health institutions and evaluating the weights of its dimensions will benefit the effectiveness of marketing strategies. This study aimed to determine the critical levels of relationship marketing orientation components in private health institutions using the analytical hierarchy process (AHP). In the study, relationship marketing orientation was evaluated according to six criteria in line with the opinions of five experts for employees and 20 people who previously benefited from health services for their customers. As a result, the criterion with the highest priority value was communication with 0.259, and the best health company A. Furthermore, the AHP method results were compared with TOPSIS, EDAS, and CODAS methods. In addition, the Spearman Correlation method was used to determine the correlation between the results.

Słowa kluczowe

EN

healthcare organization; relationship marketing orientation; AHP; TOPSIS; EDAS; CODAS

• Wydawca: Oficyna Wydawnicza Politechniki Wrocławskiej
• Czasopismo: Operations Research and Decisions
• Rocznik: 2023
• Tom: Vol. 33, No. 1
• Strony: 35--45
• Opis fizyczny: Bibliogr. 53 poz., rys.

Twórcy

autor

Ersoy Yusuf

• Department of Banking and Insurance, Muș Alparslan University Malazgirt Vocational School, Muș, Turkey

• https://orcid.org/0000-0002-0106-1695

autor

Tehci Ali

• Department of Maritime Administration Management, Ordu University Fatsa Faculty of Marine Sciences, Fatsa, Ordu, Turkey

• https://orcid.org/0000-0001-9949-2794

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Uwagi

Opracowanie rekordu ze środków MEiN, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2022-2023).