MARKETING STRATEGY AND CUSTOMER SATISFACTION IN PRIVATE HOSPITALS IN TURKEY /
Khudiyeva, Gulnar
MARKETING STRATEGY AND CUSTOMER SATISFACTION IN PRIVATE HOSPITALS IN TURKEY / GULNAR KHUDIYEVA; SUPERVISOR: ASST. PROF. DR. IMAN AGHAEI - 44 sheets; 31 cm. Includes CD
Thesis (MSc) - Cyprus International University. Institute of Graduate Studies and Research Health Care Organizations Management Department
Includes bibliography (sheets 35-38)
ABSTRACT This study was undertaken to ascertain how marketing strategy affects customer satisfaction in private hospitals, specifically looking at those private hospitals in Turkey. The problem was that private hospitals in Turkey have recently faced a declining rate of customer satisfaction from a high of 75.9% in 2011 to 51% in 2020. This trend is a cause for concern given that the private healthcare industry is one of the most notable ones in Europe. Because of this trend, the research adopted different objectives which included scrutinizing the relationship existing between competitive analysis and customer satisfaction value propositions and customer satisfaction, marketing channels and customer satisfaction and the relationship between market planning and customer satisfaction. The study used a cross-sectional survey design, where 217 customers of private hospitals comprised the sample size out of a population of 500. The data for this study was collected by the use and distribution of self-administered questionnaires. Findings show that that competitive analysis and customer satisfaction have a positive and significant relationship, value propositions and customer satisfaction have a positive and significant relationship, marketing channels and customer satisfaction are significantly related and that market planning and customer satisfaction are related significantly. It was therefore concluded that marketing strategy generally affects customer satisfaction in a positive and significant manner. On that basis it was recommended that private hospitals in Turkey need to undertake SWOT analysis, PESTEL and Porters Five Forces analysis as tools of competitive analysis in order to enhance the levels of customer satisfaction. More to that it was recommended that private hospitals should look to recruit experts in competitive analysis, and also train their own staff in how to undertake it. Another recommendation is that customer satisfaction surveys should be prepared on a regular basis. Additionally, private hospitals should review and enhance their value proposition by continually looking at their products and services, brand and the customer experience. Private hospitals should consider using customer satisfaction as a market planning tool in much the same way it's used for other businesses. Keywords: Competitive Analysis, Customer Satisfaction, Marketing Channels, Marketing Planning, Marketing Strategy, Value Proposition
Consumer satisfaction--Dissertations, Academic
Marketing channels--Dissertations, Academic
Marketing--Dissertations, Academic
Value--Dissertations, Academic
MARKETING STRATEGY AND CUSTOMER SATISFACTION IN PRIVATE HOSPITALS IN TURKEY / GULNAR KHUDIYEVA; SUPERVISOR: ASST. PROF. DR. IMAN AGHAEI - 44 sheets; 31 cm. Includes CD
Thesis (MSc) - Cyprus International University. Institute of Graduate Studies and Research Health Care Organizations Management Department
Includes bibliography (sheets 35-38)
ABSTRACT This study was undertaken to ascertain how marketing strategy affects customer satisfaction in private hospitals, specifically looking at those private hospitals in Turkey. The problem was that private hospitals in Turkey have recently faced a declining rate of customer satisfaction from a high of 75.9% in 2011 to 51% in 2020. This trend is a cause for concern given that the private healthcare industry is one of the most notable ones in Europe. Because of this trend, the research adopted different objectives which included scrutinizing the relationship existing between competitive analysis and customer satisfaction value propositions and customer satisfaction, marketing channels and customer satisfaction and the relationship between market planning and customer satisfaction. The study used a cross-sectional survey design, where 217 customers of private hospitals comprised the sample size out of a population of 500. The data for this study was collected by the use and distribution of self-administered questionnaires. Findings show that that competitive analysis and customer satisfaction have a positive and significant relationship, value propositions and customer satisfaction have a positive and significant relationship, marketing channels and customer satisfaction are significantly related and that market planning and customer satisfaction are related significantly. It was therefore concluded that marketing strategy generally affects customer satisfaction in a positive and significant manner. On that basis it was recommended that private hospitals in Turkey need to undertake SWOT analysis, PESTEL and Porters Five Forces analysis as tools of competitive analysis in order to enhance the levels of customer satisfaction. More to that it was recommended that private hospitals should look to recruit experts in competitive analysis, and also train their own staff in how to undertake it. Another recommendation is that customer satisfaction surveys should be prepared on a regular basis. Additionally, private hospitals should review and enhance their value proposition by continually looking at their products and services, brand and the customer experience. Private hospitals should consider using customer satisfaction as a market planning tool in much the same way it's used for other businesses. Keywords: Competitive Analysis, Customer Satisfaction, Marketing Channels, Marketing Planning, Marketing Strategy, Value Proposition
Consumer satisfaction--Dissertations, Academic
Marketing channels--Dissertations, Academic
Marketing--Dissertations, Academic
Value--Dissertations, Academic