The role of birthing centers in hospital marketing.
The research reported here investigated the repeat purchase intentions, key decision-making roles, and decision criteria related to hospital birthing centers. The results suggest that a marketing program with an emphasis on quality of care and high comfort standards directed to expectant mothers offers a realistic opportunity for hospital marketers.
Kohler
D L
DL
Department of Ophthalmology, School of Medicine, Texas Tech University, Lubbock.
Bellenger
D N
DN
Whyte
G E
GE
D003258:Consumer Behavior / Q000706:statistics & numerical data*; D003696:Delivery Rooms / Q000592:standards* / Q000706:statistics & numerical data; D005260:Female; D006272:Health Facility Environment; D006801:Humans; D008389:Marketing of Health Services; D009732:Nursing Care / Q000592:standards; D009873:Operating Rooms / Q000592:standards*; D010342:Patient Acceptance of Health Care / Q000706:statistics & numerical data*; D011247:Pregnancy; D011787:Quality of Health Care; D012017:Referral and Consultation; D011795:Surveys and Questionnaires; D014481:United States