MARKETING
RESEARCH
P R E S E N T E D BY:
R I VA L D I S U KA M DA N I
1501162581
TONY
1501146672
CASE
JOURNAL: THE IMPACT OF SERVICES QUALITY AND
MARKETING ON FINANCIAL PERFORMANCE IN THE
HOSPITAL INDUSTRY: AN EMPIRICAL EXAMINATION
CASE
WHAT KIND OF MARKETING RESEARCH?
Respondents:
740 hospital in a five state region (Kentucky,
Minnesota, Mississippi, Ohio, and Tennessee) in
the central United States
Market Orientation
Intelligence Generation
Customer Satisfaction
Responsiveness to
customers
Responsiveness to
competition
Quality Context
Marketplace Environment
Corporate Support for
Quality
Managers Knowledge
Product/Process
Environment
Past Quality performance
CASE (Cont.)
Market/Product Development
New Product/Service Development
Investments in R&D aimed at new
innovation
Capacity to develop a unique competitive
Profile
Market Development
Quality Outcomes
Mortality and Morbidity Rate
Service Quality as Perceived by Customers
Cost per adjusted discharge
Employee Turnover
Financial Performance
Net Profits
Cash Flow from Operations
Return on Assets
Profit to Revenue Ratio
Return on Investment
RESULT + ACTION
Explicit Services
Service
Experience
Canteen
Play Ground
Mushola
Facilitating
InformationImplicit Services Goods
ATM Machine Supermarket Parking Area
Cafe
Implicit Services
Database Security
On Time Services
Medical Records
Medicine
Facilitating Goods
Laboratori
es
Toilets
Patient Room
Pharmacy
Waiting Room
Customer Services
Cashier
Health Equipment