Paper Title :Strategic Marketing of Health Care Services: A Systematic Review
Author :Sadaf Tallia, Muhammad Ali Zulsibtain, Raza Ali, Muhammad Haroon Hafeez
Article Citation :Sadaf Tallia ,Muhammad Ali Zulsibtain ,Raza Ali ,Muhammad Haroon Hafeez ,
(2018 ) " Strategic Marketing of Health Care Services: A Systematic Review " ,
International Journal of Management and Applied Science (IJMAS) ,
pp. 25-30,
Volume-4,Issue-12
Abstract : The quality of care provided and the level of patient expectations has led a new envision towards marketing
strategies to envisage the healthcare practices in a more deterministic style in increasingly competitive markets. However,
inability of healthcare managers to effectively derive, implement and control marketing strategies pause a threat to patients’
perception of performance relative to operationalization of healthcare service quality. A gap that need to be filled in! This
paper synthesizes findings of research studies through systematic literature review (SLR) to seek out the loophole/s. A
disciplined screening process resulted in a final sample of 164 papers published in 71 Journals from 1998 to 2017. The
synthesis of empirical and theoretical studies revealed: (a) literature utilises a narrow range of theoretical and conceptual
perspectives; (b) strategic marketing is investigated in only few domains of healthcare sector and lacks a broader picture; (c)
there is significant potential for future research in this domain and beyond existing theoretical perspectives; (d) suggestions
for further advancement is proposed.
Keywords - Healthcare brand, Strategic marketing, Operationalization of service quality
Type : Research paper
Published : Volume-4,Issue-12
DOIONLINE NO - IJMAS-IRAJ-DOIONLINE-14579
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Copyright: © Institute of Research and Journals
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Published on 2019-03-05 |
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