Open AccessBuilding Consumer Loyalty - Challenge for Global E-healthcare Organizations
Author(s) -
Sławomir Smyczek,
Justyna Matysiewicz
Publication year - 2012
Publication title -
journal of technology management for growing economies
Language(s) - English
Resource type - Journals
eISSN - 2456-3226
pISSN - 0976-545X
DOI - 10.15415/jtmge.2012.31003
Subject(s) - loyalty , health care , business , marketing , scale (ratio) , the internet , conceptual framework , process (computing) , sociology , political science , computer science , social science , physics , quantum mechanics , world wide web , law , operating system
In this study authors provide a conceptual investigation regarding the role of consumer loyalty for e-healthcare organisations. The main aim of the article is to identify the level of consumer loyalty and factors which determine this phenomenon. Further the paper suggests a consumer loyalty model on e-healthcare market. The survey was conducted using structured questionnaire. Scale to measure each of factors in the model were developed based on previous literature and using existing scales where possible. A total of 1000 questionnaires were distributed by the Internet to the patients. The results demonstrated that level of consumer loyalty towards e-healthcare organizations is relatively low - lower than what it is, towards traditional healthcare institutions. The most important factors determining consumer loyalty in this market are: trust on ehealthcare institutions, satisfaction from e-medical services and technological factors, like security and privacy. Results of research can be applied by managers of e-healthcare organizations, particularly by departments responsible for establishing relationship with patients and IT units that are involved in the process of developing new electronic marketing channels. The target audience can be characterized as all researchers and practitioners interested in health care services and marketing issues