Observatorio de I+D+i UPM

Memorias de investigación
Communications at congresses:
Some insights for a Relationship Marketing Model integrating SERVQUAL and Customer Loyalty in dental clinics
Year:2012
Research Areas
  • Company
Information
Abstract
The demand of new services, the emergence of new business models, insufficient innovation, underestimation of customer loyalty and reluctance to adopt new management are evidence of the deficiencies and the lack of research about the relations between patients and dental clinics. In this article we propose the structure of a model of Relationship Marketing (RM) in the dental clinic that integrates information from SERVQUAL, Customer Loyalty (CL) and activities of RM and combines the vision of dentist and patient. The first pilot study on dentists showed that: they recognize the value of maintaining better patients however they don?t perform RM actions to retain them. They have databases of patients but not sophisticated enough as compared to RM tools. They perceive that the patients value ?Assurance? and ?Empathy? (two dimensions of service quality). Finally, they indicate that a loyal patient not necessarily pays more by the service. The proposed model will be validated using Fuzzy Logic simulation and the ultimate goal of this research line is contributing a new definition of CL.
International
Si
Congress
6th International Conference on Industrial Engineering and Industrial Management
960
Place
Vigo, Spain
Reviewers
Si
ISBN/ISSN
978-84-938642-5-5
Start Date
18/07/2012
End Date
20/07/2012
From page
653
To page
660
"Industrial Engineering: Overcoming the Crisis?. Book of Full Papers of the 6th International Conference on Industrial Engineering and Industrial Management.
Participants
  • Autor: Ana Maria Vargas Perez (UPM)
  • Autor: Maria Mercedes Grijalvo Martin (UPM)
  • Autor: Carmelo Mercado Idoeta (Universidad Rey Juan Carlos)
Research Group, Departaments and Institutes related
  • Creador: Grupo de Investigación: Administración de Empresas
  • Departamento: Ingeniería de Organización, Administración de Empresas y Estadística
S2i 2020 Observatorio de investigación @ UPM con la colaboración del Consejo Social UPM
Cofinanciación del MINECO en el marco del Programa INNCIDE 2011 (OTR-2011-0236)
Cofinanciación del MINECO en el marco del Programa INNPACTO (IPT-020000-2010-22)