EXAMINING THE USE OF WORD OF MOUTH MARKETING IN DOCTORS’ HEALTH SERVICE PREFERENCES Cover Image

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 CEYHAN
Subject(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.

  • Issue Year: 11/2018
  • Issue No: 3
  • Page Range: 2467-2480
  • Page Count: 14
  • Language: Turkish
Toggle Accessibility Mode