Marketing Research about Customer Retention for Dental Services
Marketing Research about Customer Retention for Dental Services

Summary/Abstract: Marketing decisions about studying the patients’ needs and requests are rarely taken, without adequate scientific basis. In order to improve the dentist-patient relationship, the authors undertook a series of quantitative and qualitative marketing researches, to identify the main modalities for attracting and retaining customers for dental services. Thus, two focus-group-type qualitative researches were conducted on two different groups of persons in Bucharest. The theme perception technique was used in the first focus group and the brainstorming technique was used in the second. The focus groups had the purpose of exploratory research, in order to identify the variables which influence the patients when they decide to choose a particular dental office, as well as the factors which induce them to maintain the relationship with the same office. Contents analysis was used as a method for data analysis. A survey-type quantitative research was then conducted among the Bucharest population in order to accomplish the objective of the research and to validate the variables identified through qualitative research. The conclusions of the article are a starting point for further investigations regarding the dentistpatient relationship – conducted in the Romanian medical marketing environment

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