The article reveals the essence of relationship marketing concepts and expression in Klaipeda health care institutions. Investigated the following main relationship marketing dimensions: trust, commitment, interdependence, reciprocity, cooperation, power, communication, satisfaction, value, justice and empathy. It is stated that the direct impact on consumer loyalty in health care market has the confidence, commitment and satisfaction. Relationship marketing principles – mutual interaction and power – in health care market only partially causes consumers loyalty.
Journal:Tiltai
Volume 70, Issue 1 (2015), pp. 63–82
Abstract
The article reveals the essence of the concept of relationship marketing and relationship marketing major dimensions: trust, commitment, mutual dependence, reciprocity, cooperation, power, communication, satisfaction, value, fairness and empathy. Composed relationships between consumers and health care institutions support theoretical model which states that a direct effect on customer loyalty in individual health care market has confidence, commitment and satisfaction. Relationship marketing principles – interoperability and power – in personal care market only partially determines the consumer loyalty.