000			03658nam a22003137a 4500
003			KOHA
005			20230418164144.0
008			221019d2022 cy ||||| m||| 00| 0 eng d
040			_aCY-NiCIU _beng _cCY-NiCIU _erda
041			_aeng
090			_aYL 2578 _bK48 2022
100	1		_aKhudiyeva, Gulnar
245	1	0	_aMARKETING STRATEGY AND CUSTOMER SATISFACTION IN PRIVATE HOSPITALS IN TURKEY / _cGULNAR KHUDIYEVA; SUPERVISOR: ASST. PROF. DR. IMAN AGHAEI
264			_c2022
300			_a44 sheets; _c31 cm. _eIncludes CD
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
502			_aThesis (MSc) - Cyprus International University. Institute of Graduate Studies and Research Health Care Organizations Management Department
504			_aIncludes bibliography (sheets 35-38)
520			_aABSTRACT 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
650		0	_aConsumer satisfaction _vDissertations, Academic
650		0	_aMarketing channels _vDissertations, Academic
650		0	_aMarketing _vDissertations, Academic
650		0	_aValue _vDissertations, Academic
700	1		_aAghaei, Iman _esupervisor
942			_2ddc _cTS
999			_c285445 _d285445