Consumer attitudes toward healthcare marketing practices: a comparison of hospitals vs. physicians.
This study investigates consumer attitudes toward the use of marketing practices by the health care industry. The survey results show significant differences in consumers' attitude toward the use and effects of various marketing practices by the two types of provider (hospital and physician). Theoretical and empirical implications are discussed.
Lim
J S
JS
University of Toledo, OH 43606, USA.
Zallocco
R
R
D000328:Adult; D000329:Advertising / Q000706:statistics & numerical data; D000704:Analysis of Variance; D001294:Attitude to Health; D002391:Catchment Area, Health; D003258:Consumer Behavior / Q000706:statistics & numerical data*; D005260:Female; D019538:Health Care Surveys; D006761:Hospitals / Q000706:statistics & numerical data*; D006801:Humans; D008297:Male; D008389:Marketing of Health Services / Q000706:statistics & numerical data*; D015146:Midwestern United States; D010820:Physicians / Q000523:psychology / Q000706:statistics & numerical data*; D011639:Public Opinion; D012494:Sampling Studies; D011795:Surveys and Questionnaires; D014505:Urban Population