Μάρκετινγκ μακροχρόνιων πελατειακών σχέσεων: μελέτη περίπτωσης από τον χώρο της υγείας
Long-term customer relationship marketing: case study of the health sector
KeywordsΜάρκετινγκ ; Πελατειακές σχέσεις ; Υγεία ; Marketing ; Health ; Customer relations ; Μακροχρόνιες σχέσεις ; Long-term relations
This thesis examines the marketing of long-term customer relationships. In international literature, is found also in term of Relationship Marketing. This corporate philosophy is about, creating and developing customer relationships stable over time. Customer relationships that develop have mutual and equivalent benefits, both for the seller and for the customer. This corporate policy is characterized by ongoing research, communication and customization. Greater corporate profitability is achieving, compared to the traditional marketing methods. The implementation of long-term customer relationship marketing is consisted by the stages of research, creating value for the customer, communicating and promoting the product or service that is offered, creating customer relationship and customer loyalty. This process is analyzed, and its economic aspect is studied. Afterward, is presented the qualitative research. Specifically, the case study of a typical long-term customer relationship marketing program in the health field. Particularly, the case study of the Metropolitan Card program, by the Metropolitan Hospital. The way in which relationship marketing is applying through the Metropolitan Card program is the provision of financial privileges. The purpose is to be establishing and developing a customer relationship. The factors of the quality of services and the relationship with mutual and equivalent benefits that is developing are crucial for the relationship continuation and development. In addition, the individual factors that favor and hinder this pursuit are analyzed. Such factors include the country's economy, politics and legislation, the offered opportunities by public health shortages and the strong competition in the industry.