Observatorio de I+D+i UPM

Memorias de investigación
Ponencias en congresos:
Some insights for a Relationship Marketing Model integrating SERVQUAL and Customer Loyalty in dental clinics
Año:2012
Áreas de investigación
  • Empresa
Datos
Descripción
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.
Internacional
Si
Nombre congreso
6th International Conference on Industrial Engineering and Industrial Management
Tipo de participación
960
Lugar del congreso
Vigo, Spain
Revisores
Si
ISBN o ISSN
978-84-938642-5-5
DOI
Fecha inicio congreso
18/07/2012
Fecha fin congreso
20/07/2012
Desde la página
653
Hasta la página
660
Título de las actas
"Industrial Engineering: Overcoming the Crisis?. Book of Full Papers of the 6th International Conference on Industrial Engineering and Industrial Management.
Esta actividad pertenece a memorias de investigación
Participantes
  • Autor: Ana Maria Vargas Perez (UPM)
  • Autor: Maria Mercedes Grijalvo Martin (UPM)
  • Autor: Carmelo Mercado Idoeta (Universidad Rey Juan Carlos)
Grupos de investigación, Departamentos, Centros e Institutos de I+D+i relacionados
  • Creador: Grupo de Investigación: Administración de Empresas
  • Departamento: Ingeniería de Organización, Administración de Empresas y Estadística
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