Services marketing: the personnel management connection

Area of Science:

• Healthcare Management
• Service Marketing
• Quality Assurance

Background:

• Quality of care is a critical but often elusive goal in healthcare.
• Traditional approaches to quality assurance face inherent difficulties within service provision.

Purpose of the Study:

• To apply a marketing framework to understand challenges in healthcare quality assurance.
• To examine consumer perceptions of service quality in health services.
• To explore the roles of interactive and internal marketing in enhancing healthcare quality.

Main Methods:

• Utilized a marketing framework to analyze service characteristics impacting quality assurance.
• Examined service quality from the consumer's perspective.
• Explored the concepts of interactive marketing and internal marketing within healthcare.

Main Results:

• Identified specific service characteristics that complicate quality assurance processes.
• Highlighted the significance of the production-consumption process (interactive marketing) in perceived quality.
• Emphasized the role of employees as internal clients (internal marketing) in service quality.

Conclusions:

• Effective personnel management is crucial for ensuring high-quality healthcare.
• Integrating interactive and internal marketing strategies can significantly improve healthcare service quality.
• A marketing perspective offers valuable insights into overcoming healthcare quality assurance challenges.