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Upravljanje Konfliktima Kao Determinanta Lojalnosti Korisnika U Privatnom Zdravstvenom Sektoru (Conflict Management As Determining Factor Of User Loyalty In The Private Health Sector)

Author

Listed:
  • Saliha Brajić
  • Aldin Brajić

Abstract

Rad ima za cilj da ispita značaj i uticaj upravljanja konfliktima sa korisnicima, kao holističkog pristupa marketing odnosa, na izgradnju njihove lojalnosti u slučaju privatnih zdravstvenih ustanova u Bosni i Hercegovini. Lojalnost kao višedimenzionalni fenomen je cilj mnogih kompanija, jer predstavlja osnovu za dugoročno poslovanje. Tema je posebno izražena u privatnim zdravstvenim ustanovama čije poslovanje zavisi od sposobnosti da održavaju dugoročne odnose sa svojim korisnicima. Centralna hipoteza rada glasi: „Sprovođenje aktivnosti usmerenih na upravljanje konfliktima u privatnom zdravstvenom sektoru rezultira lojalnošću korisnika.“ Istraživanje je sprovedeno anketnim putem na kontrolisanom slučajnom uzorku od 564 korisnika privatnih zdravstvenih ustanova širom Bosne i Hercegovine. Regresionom analizom ispitani su efekti aktivnosti upravljanja konfliktom, koje korisnici percipiraju, na njihovu kognitivnu, konativnu i bihejvioralnu dimenziju lojalnosti. Rezultati istraživanja ukazuju na značajan uticaj upravljanja konfliktima na postizanje sva tri nivoa lojalnosti korisnika u privatnom zdravstvenom sektoru u Bosni i Hercegovini.

Suggested Citation

  • Saliha Brajić & Aldin Brajić, 2022. "Upravljanje Konfliktima Kao Determinanta Lojalnosti Korisnika U Privatnom Zdravstvenom Sektoru (Conflict Management As Determining Factor Of User Loyalty In The Private Health Sector)," Ekonomske ideje i praksa, Faculty of Economics and Business, University of Belgrade, issue 45, pages 63-76, June.
    • Handle: RePEc:beo:ekidpr:y:2022:i:45:p:63-76
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    More about this item

    Keywords

    upravljanje konfliktima; marketing odnosa; lojalnost; inferencijalna statistika;
    All these keywords.

    JEL classification:

    • C12 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Hypothesis Testing: General
    • C29 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Other
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • I11 - Health, Education, and Welfare - - Health - - - Analysis of Health Care Markets
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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