NAKİP, Mahir Çankaya Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - Uluslararası Ticaret Bölümü, Turkey , ÖZÇİFÇİ, Vesile Aksaray Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - İşletme Bölümü, Turkey

RELATIONSHIP MARKETING AND PATIENT SATISFACTION IN MEDICAL SERVICES: IMPLEMENTATION IN FAMILY PRACTICE CENTERS IN AKSARAY

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Relationship Marketing is a conceptthat has made a considerable progress especially in service businesses. Since, the aim is not financial profit especially in family practice which is the first step in medical services, it is very important to have long term relationships with patients. In this study, data is obtained from 363 patients who are taking treatments in family practice centers in Aksaray. The results obtained have been tested with structural equation modeling. The results suggest that there are connections between relationship marketing and patient satisfaction, and also patient satisfaction and loyalty. On the other hand, it is confirmed that relationship marketing does not have an influence on loyalty but the relationships between patients and medical personnel have an influence on patient satisfaction, thus increasing loyalty.

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Relationship Marketing , Satisfaction , Loyalty , Health Services , Structural Equation Modelling

Erciyes University Journal Of Economics an‎d Administrative Sciences

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