A carregar...
Publicação
Brand Authenticity in Healthcare
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 142.23 KB | Adobe PDF | |||
| 463.42 KB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Purpose: This study aims to explore hospital patients and healthcare professionals beliefs and perceptions on service quality and customer experience and identify elements that contribute to brand authenticity in healthcare. Design/Methodology/Approach: A qualitative study was conducted in 2 private hospitals. A total of 32 healthcare professionals (16 doctors and 16 nurses) were interviewed and 43 patients participated in focus groups discussions. Data were analyzed using qualitative content analysis. Findings: With similar offers in terms of access and quality in the public and private healthcare sector, the empowered consumer navigates in a complex service industry, full of uncertainty when choosing a provider. Authenticity stood out as a distinctive characteristic of healthcare brands and new dimensions of the construct were determined. Implications: Brands play a new role in healthcare relationships as they contribute to increase trust and help consumers to make their decisions. This research is the base for future research to understand its effects over hospital-patient relationship variables and consequently over business value. Originality/Value: There is an opportunity for private hospitals to craft authenticity as a unique characteristic of their brand and service delivery. The perceived risk of lower customer service in the public sector, the increase access through private insurance and probably other variables such as access to information and patient empowerment have an impact on the emergence of authenticity as a strategic asset for consumer-brand relationships in healthcare.
Descrição
Victorino, G. (2013). Brand Authenticity in Healthcare: conceptualizing authenticity in the private hospital market [abstract]. In 3rd International Consumer Brand Relationship Colloquium Proceeding (pp. 1-32). Rollins College.
Palavras-chave
Brand Authenticity patient-brand relationship hospital brand management SDG 3 - Good Health and Well-being