Analyze the distinction between customer satisfaction and customer loyalty

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Prepare for this Application as follows:

 

For Section One: Marketing Research

Review the instructions for Chapter 6 Problem 6 on page 228 of Essentials of Health Care Marketing. In addition to considering how you will answer this problem, think about the marketing-research process. What elements of the marketing-research process described in Chapter 5 of the text would you recommend the organization apply in this scenario?

 

For Section Two: Customer Loyalty

Consider the following statement: “ Although it is obvious that dissatisfied customers will certainly switch, it has been found that even satisfied customers will switch providers or suppliers. Satisfaction in and of itself is not sufficient” (Berkowitz, 2011, p. 236). With this in mind, think about the following questions:

 

Why are customer satisfaction surveys important for health care organizations?

 

What is the difference between customer satisfaction and customer loyalty?

 

How would you assess customer loyalty?

 

Why would this distinction be important for a health care organization as it considers its financial investments in marketing strategies? What implications does this have in terms of attracting new customers versus retaining customers?

 

What is the purpose of organizational branding?

Then write a 2- to 3-page paper that addresses the following:

 

Section One: Marketing Research

Answer the questions for Chapter 6 Problem 6 on page 228 of Essentials of Health Care Marketing. In addition, explain the types of additional marketing research you would recommend the organization conduct given this scenario.

Section Two: Customer Loyalty

Analyze the distinction between customer satisfaction and customer loyalty. Also evaluate the significance of organizational branding and other aspects of marketing described in this week’s Learning Resources. Explain how they relate to customer loyalty.

Explain how your personal characteristics as well as sociocultural dimensions influence the choices you make as a health care consumer

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What motivates consumers to make the decisions they do? How do health care organizations market to specific groups of consumers? In this Discussion, you will explore these questions and the connection between them.

Prepare for this Discussion as follows:

 

Review Exhibit 4-6 “The Traditional Family Life Cycle” on page 144 in Essentials of Health Care Marketing. Then, look at Figure 4-6 “The Modernized Family Life Cycle” on page 145 of this text. In addition, you may have additional modifications to these two diagrams that you would like to make based on contemporary conceptions of individuals and families. Where would you place yourself in a contemporary life cycle?  (REY IF POSSIBLE, SEND ME YOUR PERSONAL EMAIL ADDRESS THAT WAY I CAN SCAN AND SEND THE PAGES TO YOU –OR- YOU CAN FIND THEM ONLINE, EITHER OR IS FINE WITH ME)

With this in mind, consider what is important to you as a health care consumer. Reflect on insights from the Learning Resources regarding buyer behavior and think about various sociocultural influences that may affect your choices. How do you think decision-making sequences might differ for you as opposed to a selection of other consumer types ?

Next, change your perspective from one of a consumer to one of a provider. Bring to mind an actual health care organization that offers a particular product or service of interest to you. Suppose this organization wanted to appeal to you as a consumer. How would you expect this organization to apply the information on market segmentation presented in Chapter 6 of the text? What elements of product strategy outlined in Chapter 8 of the text are relevant for the product or service you have selected?

 

Response to the following:

 

Describe where you would place yourself within a contemporary life cycle. Explain how your personal characteristics as well as sociocultural dimensions influence the choices you make as a health care consumer. Also discuss how decisions might differ for other groups of consumers.

 

 

Identify a particular product or service, and explain how an organization might engage in market segmentation and product strategy to appeal to you as a potential customer.

Examine information about the community in which this organization operates, and the various external factors identified in the Learning Resources.

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Application: Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis

 

This week’s Learning Resources examine how organizations conduct internal and external assessments for strategic planning. Although these resources use differing terminology, the overarching focus of this week is on how an organization assesses its own strengths and weaknesses as well as on the opportunities and threats in the environment in which it operates. For this Application Assignment, you will conduct a short analysis of a particular health care organization. You will not have access to as much information as you would if you were fully engaged in this process for an organization, but this assignment will give you an opportunity to apply key principles and generate questions for further exploration.

 

Prepare for this Application Assignment as follows:

Identify a health care organization with which you are familiar and/or for which a significant amount of information is available online.

 

With this organization in mind, review the information presented in this week’s media segment and the chapters of the course texts.

 

Then, research and analyze the organization as follows:

 

What are the mission, vision, and values of this organization? What have you learned about the importance and function of an organization’s mission, vision, and values?

 

Gather data on these three aspects of the organization:

 

Historical financial performance

Major resources and competencies

Internal value chain of the organization

 

Based on this abbreviated internal assessment (as indicated above), what do you think are this organization’s most significant strengths and weaknesses?

 

Examine information about the community in which this organization operates, and the various external factors identified in the Learning Resources. These include economics, demographics, competitors, and other factors.

 

Based on this abbreviated external assessment (as indicated above), what do you think are the most significant opportunities and threats for this organization?

 

After you have concluded your research and analysis, consider what additional information you would need in order to conduct more complete internal and external assessments.

Write  2-page paper that addresses the following:

 

Analyze the mission, vision, and values of the organization you have selected.

 

Describe significant strengths, weaknesses, opportunities, and threats for the organization. Be sure to provide your rationale.

Why is health care such an important field?

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Reflect on the influence and effect of health care in your life. What questions or concerns have you developed about health care delivery in the United States? Think about your experiences in one or more of the following roles:

 

  • Patient/consumer
  • Friend or family member
  • Health services professional
  • Member of your local, national, and global communities

 

With these thoughts in mind, review this week’s Learning Resources. Consider the following questions:

  • Why is health care such an important field? (Consider this question from your personal perspective, as well as from a societal perspective.)
  • What health care issues or challenges do you think are particularly significant?
  • What is it about the U.S. health care delivery system that creates or contributes to these issues/challenges?
  • What implications could these issues/challenges have for health care administrators?
  • Explain why health care is important—from your personal perspective, as well as from a societal perspective.
  • Describe and analyze one or more significant issues or challenges related to health care delivery, and explain potential implications for health care administrators.

 

Note: Formulate this Discussion posting as one cohesive response that integrates information related to both of the bullet points above.

APA STYLE…  2-4 SOURCES… 350 WORD