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Examining The Purchasing Behaviour Of Specific Medical Services Within A Private Physiotherapy Clinic

Author

Listed:
  • Mariana JUGANARU

    (Ovidius University of Constanta, Constanta, Romania)

  • Amina FERAT

    (Academia de Studii Economice Bucuresti)

  • Felicia RUSU

    (KMG International N.V.)

  • Sorina-Raula Girboveanu

    (University of Craiova, Craiova, Romania)

Abstract

The modern man is increasingly concerned about his health, allocating time and money for this purpose. An important aspect for a potential client-patient is the choice of a medical center that meets their needs, which in a marketing approach represents the identification of a medical services offer suitable for their own desires. The satisfaction level of a client-patient is correlated with the extent to which the purchased medical service contributes to reducing the intensity of their ailments or resolving them. The objective pursued within the research presented in this article is to understand the behaviour of purchasing medical services. The research results highlight the most important aspects in shaping the decision-making of client-patients within a private medical center in Constan?a. These findings can be used by the center's management as proposals for organizing future activities with the aim of increasing customer satisfaction.

Suggested Citation

  • Mariana JUGANARU & Amina FERAT & Felicia RUSU & Sorina-Raula Girboveanu, 2024. "Examining The Purchasing Behaviour Of Specific Medical Services Within A Private Physiotherapy Clinic," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 151-163, November.
    • Handle: RePEc:aio:manmar:v:xxii:y:2024:i:2:p:151-163
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    More about this item

    Keywords

    buying behaviour; medical services; marketing research.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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