HEKİMLERİN SAĞLIK HİZMETİ TERCİHLERİNDE AĞIZDAN AĞIZA PAZARLAMAYI KULLANIM DURUMLARININ İNCELENMESİ
EXAMINING THE USE OF WORD OF MOUTH MARKETING IN DOCTORS’ HEALTH SERVICE PREFERENCES
Author(s): İbrahim Firat, Yasin UZUNTARLA, Sümeyra CEYHANSubject(s): Evaluation research, Health and medicine and law, Marketing / Advertising
Published by: Hitit Üniversitesi Sosyal Bilimler Enstitüsü
Keywords: Word of Mouth Marketing; Health Service Choice; Doctor; Hospital;
Summary/Abstract: The concept of mouth-of-mouth marketing is expressed in the way that individuals share their thoughts with those around them and their loved ones about the products or services they use. Mouth-of-mouth marketing is a factor that affects consumer attitudes and therefore the use of the service. This research studies the use of mouth-of-mouth marketing by health professionals in their preferences for health services. This descriptive study was carried out with physicians working in a healthcare practice and research hospital of a university. The sample was not chosen and it was aimed to target the whole universe (N=140), but 72.8 percent (n=102) was reached. Survey method was used as data collection tool. In the analysis of the data, frequency analysis through SPSS 21.0 package program, t-test in independent groups, and one-way variance analysis were used.
Journal: Hitit Üniversitesi Sosyal Bilimler Enstitüsü Dergisi
- Issue Year: 11/2018
- Issue No: 3
- Page Range: 2467-2480
- Page Count: 14
- Language: Turkish