Marketing to older patients: perceptions of service quality.
Marketing has taken on increased importance in the United States' health care industry, especially with respect to Americans aged 55 and older. Given that health care costs account for 14 percent of the GNP of the U.S., and that older Americans represent nearly 25 percent of all health care expenditures, the ability of physicians to assess the perceptions of service quality, service value, and satisfaction and the effects of these variables on patient loyalty with respect to older patients is very important. A comprehensive model of patient behavior is introduced and tested. The results suggest the medical office staff and the expertise of the physician play particularly important roles in older patients' perceptions of service quality. In addition, strong relationships were found between (1) Service Quality and Satisfaction, (2) Satisfaction and Patient Behavior (repeated use of the physician), and (3) Service Quality and Patient Behavior. Conclusions and suggestions for future research are offered.
Brand
R R
RR
College of Business, Florida State University 32306, USA.
Cronin
J J
JJ
Routledge
J B
JB
D000368:Aged; D001071:Appointments and Schedules; D003657:Decision Making; D005102:Health Expenditures; D006282:Health Personnel; D006302:Health Services Research; D006299:Health Services for the Aged / Q000592:standards*; D006801:Humans; D008389:Marketing of Health Services; D008875:Middle Aged; D008962:Models, Theoretical; D017060:Patient Satisfaction; D011787:Quality of Health Care; D015144:Southeastern United States; D011795:Surveys and Questionnaires