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Yadav Rajesh K. (RKDF College of Engineering, Bhopal, India), Dabhade Nishant (RKDF College of Engineering, Bhopal, India)
Service Marketing Triangle and GAP Model in Hospital Industry
International Letters of Social and Humanistic Sciences (ILSHS), 2013, vol. 8, s. 77-85, rys., tab., bibliogr. 12 poz.
Słowa kluczowe
Usługi, Marketing usług, Marketing wewnętrzny, Marketing interaktywny, Rynek usług zdrowotnych
Services, Service marketing, Internal marketing, Interactive marketing, Health care services market
A service is any act or performance, one party can offer to another that is essentially intangible and does not result in the ownership of anything its production may or may not be tied to a physical product. Service includes all economic activities whose output is not a physical product or construction, consumed at the time it is produced and provides added value in forms (such as convenience, amusement, timeliness, comfort and health) that are essentially intangible and it concerns of its first purchaser. Service Marketing triangle shows three interlinked groups (customer, provider and the company) that work together to develop, promote and deliver service to the satisfaction of the customer. Service marketing involves three types of marketing: External Marketing, Internal Marketing and Interactive Marketing, while when it comes to GAP model than there are four potential gaps (Knowledge gap, Service design and standard gap, Service performance gap, communication gap) within the service organization. If we talk about importance of service marketing in the hospital industry so we come to know that break at any point whether it is in service marketing triangle or in GAP model can spoil relationship of hospital with the existing and potential customers. (original abstract)
Pełny tekst
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