title: Providing services to obstetrical patients: an overview and implications.
abstract: Obstetrics is one of the few hospital services with the potential for developing favorable client relationships resulting in increased market share, repeat purchase behavior, and referral of other patients in a direct marketing environment. To determine what qualities women find appealing in an obstetrics service and if women's preferences for a specific type of birthing arrangement had been examined and reported, a review of the literature was carried out. After reviewing the extant literature, the article provides strategic implications for health care marketers.
authors.affiliation: Cleveland State University, OH 44115, USA.
authors.forename: B S
authors.initials: BS
authors.lastname: Marshall
authors.forename: R G
authors.initials: RG
authors.lastname: Javalgi
authors.forename: W R
authors.initials: WR
authors.lastname: Gombeski
mesh_terms: D005260:Female; D006801:Humans; D008389:Marketing of Health Services; D009775:Obstetrics and Gynecology Department, Hospital / Q000592:standards*; D017060:Patient Satisfaction; D011247:Pregnancy; D012017:Referral and Consultation; D014481:United States