- Tytuł:
- Relationship marketing orientation in healthcare organisations with the AHP method. Internal and external customer perspective
- Autorzy:
-
Ersoy, Yusuf
Tehci, Ali - Powiązania:
- https://bibliotekanauki.pl/articles/2204098.pdf
- Data publikacji:
- 2023
- Wydawca:
- Politechnika Wrocławska. Oficyna Wydawnicza Politechniki Wrocławskiej
- Tematy:
-
healthcare organization
relationship marketing orientation
AHP
TOPSIS
EDAS
CODAS - Opis:
- Adopting the relationship marketing approach in health institutions and evaluating the weights of its dimensions will benefit the effectiveness of marketing strategies. This study aimed to determine the critical levels of relationship marketing orientation components in private health institutions using the analytical hierarchy process (AHP). In the study, relationship marketing orientation was evaluated according to six criteria in line with the opinions of five experts for employees and 20 people who previously benefited from health services for their customers. As a result, the criterion with the highest priority value was communication with 0.259, and the best health company A. Furthermore, the AHP method results were compared with TOPSIS, EDAS, and CODAS methods. In addition, the Spearman Correlation method was used to determine the correlation between the results.
- Źródło:
-
Operations Research and Decisions; 2023, 33, 1; 35--45
2081-8858
2391-6060 - Pojawia się w:
- Operations Research and Decisions
- Dostawca treści:
- Biblioteka Nauki
Artykuł