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Matysiewicz Justyna (University of Economics in Katowice, Poland)
Value Co-Creation in Health Care Networks - International Perspective
Współtworzenie wartości dla pacjenta w sieciowych jednostkach medycznych - perspektywa międzynarodowa
Annales Universitatis Mariae Curie-Skłodowska. Sectio H. Oeconomia, 2017, vol. 51, nr 2, s. 177-183, bibliogr. 29 poz.
Marketing, Ochrona zdrowia, Służba zdrowia, Tworzenie wartości
Marketing, Health care protection, Health service, Value creation
JEL Classification: : M31; I1
summ., streszcz.
Współcześnie marketing w dominujący sposób związany jest z tworzeniem wartości. Ujawnia się to przez rosnące znaczenie nowych nurtów w marketingu - logiki dominacji usługi, marketingu usług (szczególnie relacyjnego marketingu usług), marketingu doświadczeń, przenikania do marketingu postulatów związanych z ideą społecznej odpowiedzialności biznesu czy w końcu różnych koncepcji zaangażowania klientów we współtworzenie wartości. Wartości w marketingu przestają być łączone bez- pośrednio z produktem lub usługą w kontekście korzyści lub satysfakcji klientów, ale urzeczywistniają się w doświadczeniach klientów, co ujawnia ich personalizowany charakter. Tematyka ta nabiera szczególnego znaczenia w przypadku sektora usług medycznych. W opracowaniu podjęto próbę identyfikacji i opisu działalności marketingowej sieciowych jednostek usług profesjonalnych w kontekście procesu współtworzenia wartości dla klienta w oparciu o przeprowadzone badania empiryczne. Badaniami objęto sieciowe jednostki medyczne funkcjonujące w otoczeniu międzynarodowym.(abstrakt oryginalny)

Creating value for customers has been recognized as a key concept in marketing, making the value and value creation an important research subject. In the article it is assumed that value for customers means that, after being assisted by the provision of resources or interactive processes, customers are or feel better off than before. Value co-creation is seen as an interactive process, in which the both service provider and customer are involved and considered in an inherently relational context. The main objective of the research was to identify and describe the role and the scope of the co-creation value process. The research included two international health care networks operating in Poland. (original abstract)
The Library of University of Economics in Katowice
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